Consumer Involvement Fuzzy Measure

• Main Authors: Yu-Sun Lin, 林裕舜
• Other Authors: Tsuen-Ho Hsu
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/29440925499647882634

碩士 === 義守大學 === 管理科學研究所 === 87 === Today, the main market competition of the corporation operation has become customer-oriented instead of a product-oriented instead of a product-oriented one. The one who can handle the consumer behavior better than his competition will be the winner, The Involvement concept is a new study field in the consumer behavior and it is very important in understanding the consumer purchase behavior. If the enterprise can study consumer involvement than we can see that the enterprise will get more benefits. Involvement is a venture variable, which can not be measured directly, the involvement degree should be measured according to the inference factors of the consumer involvement. So in different environments there are different involvement degrees. In there study we focus on the product involvement measurement. The involvement degree is often roughly divided into "High involvement" and "Low involvement". However, the involvement degree is a continuous variable, not a "High" or a "Low" variable, In this way the human beings'' fuzzy cognition can''t be reflected. So in this study we use the fuzzy mathematics to measure the consumers'' product involvement degree. This study includes the following contributions： 1. To survey the literature to build the factors and then to denote the involvement and to measure the involvement degree. 2. To use the fuzzy questionnaire to measure the consumer fuzzy cognition in the hope of measuring the involvement degree more precisely. 3. To define the mathematics meaning of the involvement degree and by using membership function and aggregation operator to calculate the consumer involvement fuzzy comprehensive index. 4. The fuzzy synthetic index of consumer involvement ranged in [0,1], so we don''t worry about the difference in data type or unit. 5. According to the fuzzy comprehensive index, we can design the marketing strategy for marketing managers.