紡織機械用幫浦品牌決策影響因素之研究

A Study of Brand Decision Determinant Factors for Textile Machinery Pump

10.6338/JDA.200704_2(2).0001

廖佩珊(Pei-San Liao)；尹淑貞(Shu-Chen Yin)

紡織機械用幫浦 ； 品牌決策 ； 層級程序分析法 ； Pumps for Spinning Machinery ； Brand Decision ； Analytic Hierarchy Process

Journal of Data Analysis

2卷2期（2007 / 04 / 01）

1 - 16

繁體中文

本研究採立意抽樣法對曾經參與紡織機械用進口幫浦購買決策的國內紡織業相關單位人員進行問卷調查，並利用層級程序分析法找出專家在選幫浦時對價格、品質、服務與交期等四個因素的重視程度及對A1、A2、A3、A4和A5等五大進口品牌的評價。研究主要結果如下：（一）四個決策影響因素中，品質最受重視，價格次之，交期與服務的重要順序以及四個因素的重視程度之落差則與部門特性有關。（二）各品牌在不同因素下的評價亦與部門特性有關。（三）A1及A2在個別因素及綜合的評價皆優於其他品牌。

In this research, questionnaire survey had been conducted on the related personnel of domestic textile company who have involved in purchase decision for the import pump. In order to find out the considerable priority among price, quality, service and delivery of the four factors for the experts to select the pump and the preference order of the five leading importing brands A1, A2, A3, A4 and A5, responses of those personnel selected by Judgment Sampling were analyzed by Analytic Hierarchy Process. Our major results are briefing as below:1. Among four decision factors, quality is the most important, price is the second. The importance of delivery and service, as well as the difference of considerable degree among four factors related to department characters.2. Each kind of brand preference under different factors also related to department characters.3. A1 and A2 are superior to other three mentioned brands not only under individual factors but also under combination comments.

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