提升顧客價值之ANP實證研究以保養品為例

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Title:	提升顧客價值之ANP實證研究以保養品為例 ANP Empirical Study on Customer Value Increasing of Skincare Products
Authors:	黃晟瑋
Contributors:	國際企業管理學系
Keywords:	保養品顧客價值分析網絡程序法
Date:	2013-07
Issue Date:	2013-09-12 13:59:33 (UTC+8)
Abstract:	目前市售保養品有三多：商品多、品牌多、廠商多，消費者往往不知該如何評選保養品，進而獲得心中有形與無形的最大價值。多數網絡層級分析(analytic network process, ANP)研究在準則及次準則參考依據的評選上雖有文獻依據與實證，但針對變數之間的直接或間接關係並未具有理論基礎，再者準則指標有明確指出須通過一致性檢定，但多數研究採發散式探討，非以收斂式之研究藉此產生公信力。本研究依Saaty (1996)所提出ANP層級概念，以「產品品質」、「服務品質」及「價值」之3大構面及11個次準則理論，探討消費者在選購保養品的一系列流程。研究發放25份專家問卷、回收率100%，實際與專家面對面解說其問卷與研究目的，並以Super Decisions軟體分析問卷資料。研究結果發現「產品品質」及「產品功效」有待加強，透過本研究期盼能為後研究者或採用ANP研究方法之人，矯正其目前準則指標的評選，以作為日後相關研究的參考，其次提供企業作為掌握未來市場及發展之競爭優勢利基。 Consumer doesn’t know how to evaluate skincare product then gains visible and invisible perceived value in his mind due to a lot of products, brands and manufacturers in the market currently. Analytic Network Process (ANP) study according to literature and empirical for primary criterion and second criterion evaluation, but variable both direct and indirect relationship lack of theory. Further, criteria base on consistent examine exactly and many people use distributed study not convergence study that can’t get the trust from other people. The study has three structures (product quality, service quality, value) and eleven second criteria base on Saaty (1996) ANP concept to know the purchase process in the consumer. There are 25 expert questionnaires and 100% received that explained questionnaire and objective to professional physically, and analyzed questionnaire data by Super Decision system. We found product in quality and effect need to be improved in the study result that can be used in criteria evaluation of ANP study in the future and help company to develop the business in the market finally.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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