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題名：直覺模糊尺度應用於衡量商店形象之比較研究
書刊名：企業管理學報
作者：陳亭羽／黃聖芬／王曉斌
作者(外文)：Chen, Ting Yu／Huang, Sheng Fen／Wang, Hsiao Pin
出版日期：2010
卷期：84
頁次：頁71-106
主題關鍵詞：商店形象；直覺模糊集合；評估函數；多屬性決策；連結性與非連結性關係；Store image；Intuitionistic fuzzy set；Evaluation function；Multiple attribute decision making；Conjunctive and disjunctive relationship
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:17
  • 點閱點閱:25
擁有良好的商店形象是業者維持其市場地位重要的利器，倘若我們能正確衡量顧客所認知的商店形象，就能立即提出因應對策。以往的研究常使用具有順序且等距性的李克特尺度或語意差別尺度來量測商店形象，然而事實上每個人對尺度間差距的認知不完全相等，同時人類的思考模式總是充滿著複雜性及不確定性。傳統衡量方式可能無法充分測得受訪者內心真實的想法。因此本研究以直覺模糊集合與評估函數為基礎，發展三個商店形象評估方法，同時發放傳統李克特問卷與直覺模糊問卷，並以一個百貨公司的多屬性決策問題為例，計算其商店形象分數與方案排序。研究結果發現利用評估方法獲得的商店形象排序比起傳統李克特尺度以統計方法計算的排序，較貼近受訪者內心真正的排序，而且還能妥善處理屬性間的連結性關係與非連結性關係。
Possessing a splendid store image is an essential efficient instrument to maintain the market position. If being capable of measuring customers' cognitive store image accurately, we can propose a corresponding strategy immediately. Plenty of studies have being using the Likert scale or semantic differential scale which is characterized as ordinal and interval concept to measure store image; however, the interval distance elicited by human beings is not equivalent. Besides, the human thinking model is full of complex and uncertainty. Because the traditional measurement is unable to entirely capture subjects' inner thoughts, this study bases on the intuitionistic fuzzy set and evaluation function to develop three evaluation measures for store image. A multiple attribute decision making problem concerning the department store image was taken for an instance. The Likert scale and the intuitionistic fuzzy questionnaires were used simultaneously. The scores of the store image are calculated by the traditional statistical skill and the evaluation measures. The results show that the ranking of the store image generated by the evaluation measures is more consistent with the subject's ranking than by the statistical method. Besides, the evaluation measures also can deal with the conjunctive and disjunctive relationship between attributes.
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會議論文
1.Wu,J.F.、Tian, Z.L.(2008)。Impact of Store Image on Retailer Equity: Evidence from 10 Chinese Hypermarkets。Dalian,China。1-4。  new window
學位論文
1.蔡振世(2002)。品牌經營策略探索性研究-以中興百貨公司為研究個案(碩士論文)。國立台灣科技大學。  延伸查詢new window
2.黃建中(2002)。高雄市百貨公司消費者購買行為與商店形象之探討(碩士論文)。國立中山大學。  延伸查詢new window
3.張幸宜(1995)。北市百貨公司消費者商店印象與購買行為之研究(碩士論文)。國立臺灣大學。  延伸查詢new window
4.呂湘南(2002)。商店印象與顧客忠誠度之研究--以大台北區百貨公司為例(碩士論文)。元智大學，中壢市。  延伸查詢new window
5.黃祥峰(2005)。商店形象、顧客滿意對顧客忠誠影響之研究--以台灣大型購物中心為例(碩士論文)。真理大學。  延伸查詢new window
圖書
1.Atanassov, K. T.(1999)。Intuitionistic Fuzzy Sets。New York：Physica-Verlag。  new window
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