Conceptualizing Product Involvement with Intuitionistic Fuzzy Automata

• Main Authors: Chou Chin chan, 周慶展
• Other Authors: Chen Ting Yu
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/61078190401979762242

碩士 === 長庚大學 === 企業管理研究所 === 95 === Product involvement has been developed since 1986, and has been complete gradually. Application of product involvement theory involves issues of marketing such as market of segmentation, advertising appeals, media strategy, and so on. When we want to investigate individuals’ thoughts or opinion, it is the way to use inventory and scales to collect the data we need. Sometimes respondents will be uncertain to which answers that they should choice, IFS theory contains the concept of interval that could be used to solve problems when respondents have uncertainty in answering questions. Automata are mathematical model for a finite state machine with a dynamic system operating in discrete time. The operation of automata is similar to the operation of individuals’ product involvement, both of them do have the internal state to transform output state. This research tried to utilize intuitionistic fuzzy automata to develop an integrated model of product involvement, and search for which one is the most suitable product involvement scale when we discuss product involvement with intuitionistic fuzzy automata. The method of development the intuitionistic fuzzy automata with product involvement is that we investigated individuals’ antecedents, consequences of product involvement and itself, and development the intuitionistic fuzzy automata with product involvement by those real data. We created 1000 value in random and development the model too. Compare those two results which are generated by the model to make sure that the model we develop by real datum is effective. This research obtained some results as follows: The results show that the most suitable product involvement scale is Mittal and Lee’s Casual model among four product involvement scales when we discuss product involvement with IFS automata. It is an easy way to predict or obtain individuals’ states of product involvement and consequnces. All you have to do is to obtain some antecedents datum of product involvement from individuals, and operate them by the model. The model will generate the information of product involvement that you need. This study found that both of implication and composition are the most important tools to develop intuitionistic fuzzy automata, but it is more meaningful to discuss composition than implication in IFS automata with product involvement. The most suitable tool of composition is algebraic product and sum. Compare the results of fuzzy automata and intuitionistic fuzzy automata, both of them show that the abilities of prediction are quite close in two automatom.