| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 90 === Abstract
Perceived value and perceived risk have been proposed to have different influences on consumer decisions. However, most previous researches discuss either perceived value only or perceived risk only when studying consumer behaviors. This study adopt utility model to take both perceived value and perceived risk into consideration to predict consumer decisions. Besides, this study also compares the ability to predict consumer decisions of four consumer decision models -- maximum value model, minimum lost model, net gain model and utility model. The percentages of correct prediction of these four model on consumer’s final choice of automobile purchased indicate that utility model predicts better than the other three models. In other words, decision models that consider both perceived value and perceived risk will have better validity to predict consumer decisions.
In addition, the results indicate that the degree of considering perceived value and perceived risk were different across socio-demographics groups. Accordingly, it is useful to consider the age, gender, and income of consumers to predict consumer decision more precisely.
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