标题: | 心智会计应用于消费者绿色消费行为之决策模式 Green Consumers’Behavior Decision Model Applied in Mental Accounting |
作者: | 李翼帆 Lee, I-Fan 许钜秉 Sheu, Jiuh-Biing 运输与物流管理学系 |
关键字: | 有机食品;心智会计;罗吉特模式;Organic Food;Mental Accounting;Logit Model |
公开日期: | 2010 |
摘要: | 近年来环保意识逐渐提升的情况下,不少厂商推出具环保特性之产品,而消费者行为的研究是发展行销策略重要的一环,故预测消费者行为成为行销的重要工作。本研究拟以绿色食品为研究目标提出一模式分析消费者对于绿色食品与非绿色食品之间的决策选择,并藉此了解消费者衡量购买的决策要素。本研究收集各食品之选择因素并以心智会计中消费者决策的依据为参考筛选出适合绿色食品的选择因素。研究方法拟以建构二元罗吉特模式为主轴,试图求出消费者选择有机食品的机率。初步结果得出消费者选择有机食品之机率约为七成,代表消费者对于目前的有机食品价格是可接受的,虽不排除跟现实情况比较起来偏高。之后以实例有机食品代入模式则得出约65%,可得知商店内有机食品价格在消费者考量的合理范围之内,如搭配价格优惠或限量商品等方式可望打动消费者的心。此结果与现实情况贴近,代表此模式整体的准确度是可信的且对于消费者对于有机食品的选择有参考价值。 There are many green product in the market as the issue of environment protection rises. Consumers’ behavior is a indispensable link to marketing. Hence, the prediction of consumers’ behavior is potent to marketing. In this study we want to present a model to analyze how do consumers make a dicision between organic food and non-organic food and find out the factors which have an impact on consumers’ measurement of purchase. We collect a variety of food purchase factors and use mental accounting in order to filter out the factors which can’t fit in the organic food purchase.We use binary logit model as research method for its simplicity and adequancy of binary choice.Getting the probability of choosing organic food is our primary goal. The result shows that the probability of choosing organic food is about 70%, which reveals that consumers towards buying organic food. We bring the value of existing organic food into model, and the probability of choosing organic food is 65%. From the result mentioned above, we know that the price of organic food is accetptable and resonable in consumers’ mind. Our suggestion to increase sales is temporary price promotion or limited number of new product goods. To sum up, the model has good prediction rate and credibility in choosing organic food. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT079736524 http://hdl.handle.net/11536/45551 |
显示于类别: | Thesis |