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研究生： 張集維
Chang, Chi-Wei
論文名稱： 同時考量知覺風險與價值下的決策模型:以汽車市場為例
The Utility Model of Perceived Value and Perceived Risk： A Case in Automobiles Purchase Decision
指導教授： 賴孟寬
Lai, Meng-Kung
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2002
畢業學年度： 90
語文別： 英文
論文頁數： 63
中文關鍵詞： 效用 、知覺價值 、知覺風險
外文關鍵詞： perceived value, perceived risk, utility
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    • 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.

    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.

    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

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