本研究旨在探討消費者對3G手機功能偏好的分析。本研究以多項羅吉特模式為基礎，分別建立具有可接受門檻的羅吉特模式與具有重要屬性門檻的模式，並透過敘述性偏好法，以成功大學日間部大學生為研究對象收集研究數據，以探討消費者的個體選擇行為。

本研究假設重要屬性對於消費者在評選方案時的影響為：對消費者來說，除了重要屬性外，其餘屬性的投入對於替選方案帶給消費者的邊際效應為遞減，即非重要屬性的效用函數為邊際負效用遞減函數。實証結果發現：

(1) 可接受門檻模式在模式配適度及預測能力上皆優於多項羅吉特模式，且檢定結果顯著。

(2) 重要屬性門檻模式在模式配適度及預測能力上皆優於多項羅吉特模式及可接受門檻模式，且檢定結果顯著。

實証結果支持重要屬性門檻的概念對於在建立消費者個體選模型的配適度以及預測能力上有幫助。同時發現成功大學日間部大學生對於手機最重視的屬性分別為：手機價格、音樂/鈴聲、螢幕顯示、照相功能。而3G手機強調的影像通話、數據傳輸等兩項功能，卻非目前成大學生所重視。

同時本研究發現，當消費者某一屬性越被消費者所重視時，此一屬性的可接受門檻模式的適用者越多。重要屬性與可接受門檻之間的關連性可值得為後續之研究。

This research aims at probing into the analysis that consumers have a partiality for the function of the 3G mobile. This research is based on multinomial logit model, set up separately and have special way of logit model with important attribute threshold and accept the threshold, and use stated preference method to collect the data for the research at the behavior for the individual that probes into consumers with the daytime students in National Cheng Kung University.

This research supposes that the important influence to consumers while evaluating the scheme of attribute is: To consumer, except important attribute, other input of attribute to in order to select the scheme to bring consumers' marginal effect in order to decrease progressively, namely the utility function of non-important attribute is defeated by the decreasing function of utility the margin. The result is found:

(1) The model with acceptance threshold is all superior to multinomial logit model in the model fitness and ability of predicting, and it is apparent to assay the result.

(2) The model with important attribute threshold is all superior to multinomial logit model in the model fitness and ability of predicting, and it is apparent to assay the result.

The result support important attribute concept of threshold to in set up consumer individual select to mix appropriate and predict ability helpful model.At the same time we found the attributes that the daytime students in National Cheng Kung University pay attention to most including: price, music/tinkle of bells , display, camera.And two functions , such as image conversing , data transmission that the 3G mobile emphasize do not become university students to pay attention to at present .

Originally discover at the same time , when a certain attribute is paid attention to by consumers , the more suitable one for the model with acceptance threshold of this attribute are. It’s could be a future research at the connection between important attribute threshold and acceptance threshold.

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