商店形象之直覺模糊尺度化模型－評估函數與計分函數之應用

The Intuitionistic Fuzzy Scaling Model of Store Image-Applications of Evaluation Functions and Score Functions

10.30104/CYMR.200912.0003

陳亭羽(Ting-Yu Chen)；黃聖芬(Sheng-Fen Huang)

商店形象 ； 直覺模糊集合 ； 評估函數 ； 計分函數 ； Store Image ； Intuitionistic Fuzzy Set ； Evaluation Function ； Score Function

中原企管評論

7卷2期（2009 / 12 / 01）

59 - 84

繁體中文

目前有關商店形象的問卷設計中因顧及調查之便利性，以等距的量表最常被研究者所使用，但其等距的表達方式往往難以合理地描述人類語意表達的差異性與模糊性，此外多數研究都只探討屬性間的連結性關係，而忽略屬性間的非連結性關係也是同等的重要。有鑒於此，本研究整理商店形象的定義與構面，挑選適合百貨公司之商店形象構面作爲衡量屬性，並利用直覺模糊尺度來作爲問卷的主要形式。對於商店形象的衡量，本研究利用評估函數與計分函數來建構最適商店形象評估模型，此模型除了能夠使用不同的模糊運算方式一併處理屬性間的連結性與非連結性關係之外，並包含一個正整數特性的參數來分配決策者游移不定的程度，進而降低當決策者面臨決擇時所產生的不確定性。模型中以五家百貨公司爲不同方案，五個商店形象構面爲不同屬性，其中一構面爲非連結關係屬性，本研究利用等級相關係數來觀察評估模型所得的排序與利用等距問卷所得的排序何種最接近受訪者心中真正的排序。研究結果發現利用評估模型所得出的相關係數，確實高於由等距尺度問卷所得到之係數，而模型若使用標準交集與標準聯集則可產生最佳結果。

For the convenience of investigation, the questionnaire design pertaining to store image often applies the interval scales to be the measures. However, the interval expression is difficult to depict human beings' linguistic difference and fuzziness. Besides, most studies merely explore the conjunctive relationship and neglect the disjunctive relationship among attributes. Hence, this study reviews the definitions and constructs of store image and chooses appropriate constructs of store image of department store as the attributes. The intuitionistic fuzzy scales are utilized to be the main format. Based on the intuitionistic fuzzy sets, the evaluation function and score function are utilized to develop a multiple attribute evaluation model to measure the store image. This model not only can deal with the conjunctive and disjunctive relationship among attributes at the same time with different fuzzy operations, but contains an integer parameter to distribute the hesitation. The parameter helps to reduce the uncertainty when subjects when they make a decision. In addition, this model is given five department stores for the alternatives and five constructs of store image for the attributes that one of them is viewed as the disjunctive attribute. We implement the Spearman correlation coefficient to observe that between the evaluation model and the interval scale, which one of them can obtain more corresponding priority generated by the subjects. The results indicate that the correlation coefficients calculated by using the evaluation model are higher than by the coefficients calculated by interval scales. Furthermore, if the model adopts standard intersection and union for the fuzzy operation, it can obtain the best results than other operations.

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