結合ISM與ANP探討消費者選擇購買自行車之決策因素

Integrating ISM and ANP to Analyze the Key Factors of Bicycle Purchasing

10.29916/JMPP.201306_7(2).0004

葉子明(Tsu-Ming Yeh)；謝佩伶(Pei-Ling Hsieh)

購買評估因素 ； 詮釋結構模式 ； 分析網路程序法 ； Purchase Evaluation factors ； ISM ； ANP

管理實務與理論研究

7卷2期（2013 / 06 / 01）

75 - 99

繁體中文

由於國內消費者之生活型態的改變與休閒生活品質的提升，自行車產品已由過去以代步工具的傳統角色，轉變成為流行、精品、品味、玩樂和運動的代名詞，自行車產品的各種附加配備和功能的創新發明不斷的推陳出新，以因應市場的多樣性及多變性的需求。再者，隨著消費者對產品需求已朝向個人化、多樣化的趨勢發展，如何了解各個消費族群的消費行為和對產品的偏好以及感覺認知的情形，是各個企業內部在產品開發之前所要先釐清的重要事宜，方能助於擬定新產品在銷售市場之適當的定位點上，以因應市場各個消費族群的需求。本研究探討消費者在購買自行車時所考慮的因素，同時瞭解不同屬性的使用者對於自行車的偏好差異。本研究以行銷影響因素、心理影響因素、社會影響因素及狀況影響因素之四個評估構面及10個評估準則來找出使用者對於四種購買自行車的影響因素，利用詮釋結構模式法（Interpretive Structural Modeling, ISM）找出各項構面之間的準則關聯結構，再利用分析網路程序法（Analytic Network Process, ANP）來找出準則之間的權重關係，最後找出目前消費者在購買各種不同自行車距離使用者心目中理想解的差距。

Due to the changes in consumer lifestyles and the improvement in quality of leisure life of consumers in the country, bicycle products have become, from the tradition role as means of transportation, to a synonym for prevalence, luxury goods, taste, entertainment, and sport. The variety of additional equipment and functions of bicycle products has continued to introduce new innovations in response to the diversity and variability of the demand in the market. Moreover, as trends in consumer demands are headed towards personalization and diversification, the understanding of different consumer groups in consuming behaviors, product preferences and perceptions are important factors before product development within the enterprises. New products could therefore be pinpointed properly in the market to meet market demands from different consumer groups. This research aims to investigate factors consumers take into considerations upon purchasing bicycles while identifying bicycle preferences of variety of users. The research incorporates four assessment dimensions, marketing factor, psychological factors, social factors and situational factors, and ten assessment criteria to determine the four influencing factors that users have when purchasing bicycles. The research also applies ISM (Interpretive Structural Modeling) to identify the association between each dimension in criterion structures. Additionally, ANP is employed to determine weighing relations between the criteria. ANP (Analytic Network Process) approach is also utilized to identify measure of ”closeness” to ”ideal” solution of current consumers in purchasing different bicycles.

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