The Impact of the Product Attribute Presentation Approaches on Consumer Preference Assessment
碩士 === 國立臺灣大學 === 商學研究所 === 95 === As the development of Internet, information flows rapidly; consumers can search and obtain information at a lower cost for decision making. As a result, the information that consumers can get from the environment would have influence on consumers’ choices. The purp...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/39683170386845885019 |
| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 95 === As the development of Internet, information flows rapidly; consumers can search and obtain information at a lower cost for decision making. As a result, the information that consumers can get from the environment would have influence on consumers’ choices. The purpose of this study is to evidence the impact of product attribute presentation approaches on consumer preference assessment based on consumer information processing theory.
In the study, field data are collected by using Adaptive Conjoint Analysis. Different prediction models are built. The significance of respondents’ part-worth values and the prediction abilities of these models are compared. The conclusions are as follows.
1. A more significant respondents’ preference structure will be obtained if more product attributes are displayed at the beginning.
2. The model predicts respondents’ preferences more correctly if it is built by using data which is collected from questions that are displayed later.
3. The model predicts respondents’ preferences more correctly if it is built by using data which is collected from questions that compare more attributes at the same time.
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