The Construction of an Evaluation Model of Product Consumption Value ─ Using Food Blender as an Example

• Main Authors: Shuo-Fang Chang, 張碩芳
• Other Authors: Wan-Li Wei
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/dhr788

碩士 === 銘傳大學 === 商品設計學系碩士班 === 99 === Consumers used to choose products according to their prices and functions in the past. As the time changes, consumers’ expectations are more diversified and complicated. Sheth et al. (1991) proposed the theory of consumption value, indicating consumers are making purchasing decisions base on 5 aspects of values affecting consumption behavior: function value, social value, emotional value, epistemic value and conditional value. This research is based on this consumption value theory. At first, the subject and object consumption value factors are selected by an expert group. Secondly, we use analytic hierarchical process (AHP) to obtain the hierarchical criterion and criterion’s relative weights, so as to gather quantitative data. These data are useful for corporate organizations in designing new products and developing strategies. Take food blenders as examples, we evaluate 4 blenders by consumers’ scoring, and calculate the preference orders to select the best product design. The results of this study can provide companies better understanding of the evaluation criteria for product values, and help them establish the value systems for marketing.