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引文資料
題名:
消費者選擇過程的簡化機制--考慮集合與實證研究之探討
書刊名:
臺大管理論叢
作者:
翁景民
/
魏上淩
作者(外文):
Weng, James C. M.
/
Wei, Shang-ling
出版日期:
1998
卷期:
9:1
頁次:
頁1-24
主題關鍵詞:
考慮集合
;
選擇性偏誤
;
消費者選擇
;
決策法則
;
不相關方案獨立性
;
Consideration set
;
Selective bias
;
Consumer choice
;
Decision rule
;
Independence of irrelevant alternatives
原始連結:
連回原系統網址
相關次數:
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:
1
共同引用:0
點閱:54
考慮集合在消費者選擇過程中扮演著簡化機制,已獲得學者的驗證支持。從資訊處理或學習理論均可解釋考慮集合形成的原因與過程,也有部分學者以經濟學的邊際分析方法,說明消費者對某一品牌是否納入考慮集合;藉由其預期邊際效用與搜尋成本和考慮成本的評估比較,如此可探討考慮集合的組成與其最適考慮品牌數目,以及其決定因素,本文即是以此一研究方向加以進行。 首先,本文以Hauser & Wernerfelt ( 1990 )一文為基礎,將Hauser & Wernerfelt概念化之決策成本,加以修正,使消費者考慮集合的成本結構更具體化。其次,倘若消費者選擇過程之考慮集合存在,也即並非單階段之選擇模式,則以一般之Logit或OLS方法估計會造成偏誤,進而影響預測選擇機率之結果。本文認為以選擇性偏誤之實證模式,可修正上述的估計偏誤,並可避免I.I.A的限制。最後,經由分析後本文提出七個命題,從廠商與消費者的立場,說明考慮集合的行銷涵義。
以文找文
Numerous previous researches have supported that consideration set is the simplified mechanism of the consumer choice process. Both information processing and learning theory can explain the reason and process of the consideration set formation. Some scholars also use the marginal analysis of economics to explain if one brand should be included in the consumer's consideration set or not. Comparing the product expected marginal utilities with its search cost and consideration cost, we will explore the composition of consideration set and the determinants and the optimal number of brands of the consideration set. This is just the direction of this paper. First, based on the study of Hauser & Wernerfelt ( 1990 ). we refine the conceptual decision cost and enable the cost structure of consumer's consideration set to be more concrete. Second, if consideration set, not the single-phase choice model, exists in the consumer's choice process, then the traditional Logit or OLS model will results in the biased estimation and cause the incorrect choice probability. We convince the empirical model of selective bias can correct that estimation bias and avoid the restraint of I.I.A. Finally, we submit seven propositions, and explain the marketing implication of the consideration set in the view of point of firms and consumers.
以文找文
期刊論文
1.
MuGuire, William J.(1976)。Some Internal Psychological factors Influencing Consumer Choice。Journal of Consumer Research,2(4),302-319。
2.
Shugan, S. M.(1980)。The Cost of Thinking。Journal of Consumer Research,7(2),99-111。
3.
Hauser, J. R.、Wernerfelt, Birger(1990)。An Evaluation Cost Model of Consideration Sets。Journal of Consumer Research,16(4),393-408。
4.
Gensch, Dennis H.(1987)。A Two-Stage Disaggregate Attribute Choice Model。Marketing Science,6(3),223-239。
5.
Stigler, George Joseph(1961)。The Economics of Information。Journal of Political Economy,69(3),213-225。
6.
Hauser, J. R.、Shugan, Steven M.(1983)。Defensive Marketing Strategies。Marketing Science,2,319-360。
7.
Pras, B.、Summers, J.(1975)。A comparison of linear and nonlinear evaluation process models。Journal of Marketing Research,12,276-281。
8.
Payne, J. W.(1976)。Task Complexity and Contingent Processing in Decision Making: An information Search and Protocol Analysis。Organizational Behavior and Human Performance,16(2),366-387。
9.
Hausman, Jerry、Wise, David(1978)。A Conditional Probit Model for Qualitative Choice Discrete Decisions Recognizing Interdependence and Heterogeneous Preferences。Econometrica,46(2),403-426。
10.
Srinivasan, T. C.、Andrews, R. L.(1995)。Studying Consideration Effects in Empirical Choice Models Using Scanner Panel Data。Journal of Marketing Research,32(1),30-41。
11.
Belonax, J. A.(1979)。Decision Rule Uncertainty, Evoked Set Size and Information Variability。Advances in Consumer Research,6,232-235。
12.
Laroche, M.、Brisoux, J. E.(1981)。Evoked Set Formation and Composition: An Empirical Investigation Under a Routinized Response Behavior Situation。Advances in Consumer Research,8,357-361。
13.
Currim, I. S.(1982)。Predictive Testing of Consumer Choice Models Not Subject to Independent of Irrelevant Alternatives。Journal of Marketing Research,14,208-222。
14.
Einhorn, Hillel J.(1970)。The Use of Nonlinear, Noncompensatory Models in Decision Making。Psychological Bulletin,73(3),221-230。
15.
Kardes, F. R.、Herr, P. M.、Marlino, D.(1989)。Some New Light on Substitution and Attraction Effect。Advances in Consumer Research,16,203-208。
16.
Lussier, D. A.、Olshavsky, R. W.(1979)。Task Complexity and Contingent Processing in Brand Choice。Journal of Consumer Research,6,154-165。
17.
Maddox, R. N.、Gronhaug, K.、Homans, R. E.、May, F. E.(1978)。Correlates of Information Gathering and Evoked Set Size for New Automobile Purchasers in Norway and the U. S.。Advances in Consumer Research,5,167-170。
18.
Malhotra, N. K.(1986)。An Approach to the Measurement of Consumer Preferences Using Limited Information。Journal of Marketing Research,23,33-40。
19.
May, F. E.(1979)。Evoked Set Formation and Composition: The Learning and Information Processing Hypotheses。Advances in Consumer Research,6,222-226。
20.
Myer, J. H.(1979)。Methodology Issues in Evoked Set Formation and Composition。Advances in Consumer Research,6,236-237。
21.
Narayana, C. L.、Markin, R. J.(1975)。Consumer Behavior and Product Performance: An Alternative Conceptualization。Journal of Marketing,39,1-6。
22.
Lehmann, D. R.、Pan, Yigang(1994)。Context Effects, New Brand Entry, and Consideration Sets。Journal of Marketing Research,31,364-374。
23.
Parkinson, T. L.、Reilly, M.(1979)。An Information Processing Approach to Evoked Set Formation。Advances in Consumer Research,6,227-231。
24.
Roberts, J.(1989)。A Grounded Model of Consideration Set Size and Composition。Advances in Consumer Research,16,740-757。
25.
Roberts, J. H.、Lattin, J. M.(1991)。Development and Testing of a Model of Consideration Set Composition。Journal of Marketing Research,28,429-440。
26.
Reilly, M.、Parkinson, T. L.(1985)。Individual and Product Correlates of Evoked Set Size for Consumer Package Goods。Advances in Consumer Research,12,492-497。
27.
Shocker, A. D.、Ben-Akiva, Moshe、Boccara, Bruno、Nedungadi, Prakash(1991)。Consideration Set Influences on Customer Decision- Making and Choice: Issues, models and Suggestion。Marketing Letters,2,181-198。
會議論文
1.
Jarvis, L. P.、Wilcox, J. B.(1973)。Evoked Set Size - Some Theoretical Foundations and Empirical Evidence。Chicago, IL。236-240。
學位論文
1.
Campbell, B. M.(1969)。The Existence of Evoked Set and Determinants of its Magnitude in Brand Choice Behavior,New York, NY。
2.
Sutton, R. J.(1984)。Analyzing the Development and Changes in Evoked sets as a Result of Changes in the Attribute Space,0。
圖書
1.
Bettman, J. R.(1979)。An information processing theory of consumer choices。Reading, MA:Addison-Wesley Publishing Co.。
2.
Howard, John A.(1977)。Consumer Behavior: Application of Theory。McGraw-Hall。
3.
Howard, John A.(1963)。Marketing Management: Analysis and Planning。Marketing Management: Analysis and Planning。Homewood, IL:R. D. Irwin。
4.
Kolter, P.(1998)。Marketing Management: Analysis, Planning, Implementation, and Control。London。
5.
Maddala, G. S.(1983)。Limited-dependent and Qualitative Variables in Econometics。Cambridge University Press。
6.
Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。
7.
Wright, P. L.、Barbour, F.(1977)。Phased Decision Strategies: Sequels to Initial Screening。North Holland TIMS Studies in the Management Science: Multiple Criteria Decision Making, Vol. 6。Amsterdam, Netherlands。
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