Research on Assessment of the Factors of jewelry Purchasing-An application of Data Envelopment Analysis

• Main Authors: Shu-chuan Chen, 陳淑娟
• Other Authors: Ming-Chi Tsai
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/60834296471108644474

碩士 === 義守大學 === 管理研究所碩士班 === 96 === In the research, Data Envelopment Analysis was applied to study the consumer behavior of the jewelry consumers in Taiwan, with an objective and scientific Logic Model. In order to get the expert Weight Analysis, Nineteen jewelry experts were invited to fill in the questionnaire. Next, according to the consumer’s score sheet, general “Variables” were calculated. With the aid of CCR-AR model of DEA, three factors.,” had been figured out. Then, the sub-factor of the performance indicators -- “Efficiency Value” was added and normalized. Then, the result, “Common Weight,” has come up. Later, the there factors of expert and consumer were respectively compared, and then something in common between the two sides was figured out. The results show that regarding the item of Consumer Behavior, consumers pay less attention to Mother’s Day and Valentine’s Day. There is no significant difference between “age, profession, and education qualifications,” and “Brand’s Perceived Value and Guarantee.” Regarding the item of Overall Comprehensive Awareness, consumers pay greater attention to “Guarantee;” on the contrary, the owners of the jewelry store pay more attention to “consumer Awareness”.