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系統識別號 U0026-0812200910190577
論文名稱(中文) 同時考量知覺風險與價值下的決策模型:以汽車市場為例
論文名稱(英文) The Utility Model of Perceived Value and Perceived Risk: A Case in Automobiles Purchase Decision
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 90
學期 2
出版年 91
研究生(中文) 張集維
研究生(英文) Chi-Wei Chang
學號 r4689122
學位類別 碩士
語文別 英文
論文頁數 63頁
口試委員 指導教授-賴孟寬
召集委員-張力元
口試委員-蔡東峻
中文關鍵字 效用  知覺價值  知覺風險 
英文關鍵字 perceived value  perceived risk  utility 
學科別分類
中文摘要 本研究建立一效用模型以同時考量知覺風險與價值,並利用此模型預測消費者之購買決策,相較於其他模型,此效用模型具有較高的預測能力.






英文摘要 Abstract
Perceived value and perceived risk have been proposed to have different influences on consumer decisions. However, most previous researches discuss either perceived value only or perceived risk only when studying consumer behaviors. This study adopt utility model to take both perceived value and perceived risk into consideration to predict consumer decisions. Besides, this study also compares the ability to predict consumer decisions of four consumer decision models -- maximum value model, minimum lost model, net gain model and utility model. The percentages of correct prediction of these four model on consumer’s final choice of automobile purchased indicate that utility model predicts better than the other three models. In other words, decision models that consider both perceived value and perceived risk will have better validity to predict consumer decisions.
In addition, the results indicate that the degree of considering perceived value and perceived risk were different across socio-demographics groups. Accordingly, it is useful to consider the age, gender, and income of consumers to predict consumer decision more precisely.
論文目次 Content
Chapter 1 Introduction…………………………………………………..………2
Chapter 2 Literature Review………. ……………………5
Chapter 3 Research Method…………………………20
Chapter 4 Research Results……………….………………………36
Chapter 5 Conclusions……………………………………………49
Reference………………………………………………....57


Figure contents
Figure1.The relationships among price, perceived value, perceived risk and willingness to buy…………………………1
Figure2.The relationships among customer utility, perceived value and perceived Risk........11
Figure3.Perceived value and perceived risk…………...12
Figure4.Perceived value and customer decision ….………...14
Figure5.Perceived risk and customer decision…..………15
Figure6. Research framework………………………….18


Table contents
Table 3-1 Means, SD, Item-to-total and for factors affecting perceived value……….25
Table 3-2 Mean, SD, Item-to-total and for factors affecting perceived risk……………27
Table 3-3 Sample distribution…………………31
Table 3-4 Consumer utility (unweighed) of purchase brands and rejected brands………32
Table 4-1 The sample distributions for formal data…………37
Table 4-2 The weights of perceived value and perceived risk for each combination of socio-demographic segment………………38
Table 4-3 The results of prediction……………39
Table 4-4 Examples of the results of utility model, each of the hybrid demographic segment…………...…………………….40
Table 4-5 The correct predictions of the four prediction model……..41
Table 4-6 The results of pair-sample T test for H1….43
Table 4-7 Kolmogorou-Smirnov Z-test for age, income and gender……….43
Table 4-8 The results of one-way ANOVA (weights=f (Income), COVA: Age, Gender)...44
Table 4-9 The results of one-way ANOVA (weights=f (Age), COVA: Income, Gender)...45
Table 4-10 The results of one-way ANOVA (weights=f (Gender), COVA: Age, Income).46
Table 4-11 The results of pair-sample T test of the effect of income, age and gender level on weights of perceived value………47
參考文獻 REFERENCES

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