《个人决策制订》PPT课件.ppt

個人決策制訂 Individual Decision Making 消費者決策制訂步驟 決策制訂觀點 理性觀點（高度涉入） 感性觀點（低度涉入） 消費者可能高度涉入某項決策，但是最後決定仍無法全以理性觀點詮釋。 購買決策行為連續圖 問題確認 資訊蒐集 How Much Search Occurs? 消費者產品知識對資訊蒐集之影響 影響資訊蒐集之風險類別 替代方案評估 產品分類階層 產品分類之策略性意涵 Heuristics（經驗或實務法則） 選擇熟悉品牌是一種忠誠度或習慣？ 基於習慣 因為不用花費太多時間與力氣 基於品牌忠誠 持續購買相同品牌的有意識決策 因為情感或客觀的理由，品牌忠誠顧客積極地涉入產品相關資訊與相關活動。 決策準則 非補償性決策準則 Conjunctive（綜合決策法則） 設定所有屬性之最低標準，符合者才做進一步考量 Disjunctive （選擇性決策考量） 針對「重要」屬性設立標準，符合者才做進一步考量 Elimination-by-Aspects（重要性依序刪除法） 先排定各屬性之重要性順序，再依次依據門檻一一刪除不符者。 非補償性決策準則（續） Lexicographic Decision Rule（重要屬性依序挑選法） 先排定各屬性之重要性順序，再依次挑選表現最佳者。 尋求每一比較階段之最大績效。 補償性決策準則 Simple additive Weighted additive * * Problem Recognition Information Search Evaluation of Alternatives Product Choice Outcomes Outlet Selection Habitual Decision Making Limited Problem Solving Extensive Problem Solving Low-Cost Products Frequent Purchasing Low Consumer Involvement Familiar Product Class and Brands More Expensive Products Infrequent Purchasing High Consumer Involvement Unfamiliar Product Class and Brands Little Thought, Search, or Time Given to Purchase Extensive Thought, Search, and Time Given to Purchase 當實際狀態與理想狀態 發生重大差異時 搜尋方式 購買前 持續 資訊蒐集 刻意 非刻意 資訊來源 內部搜尋 外部搜尋 Purchase is Important Women Shop Than Men Need to Learn More About Purchase Consumers Are Younger, Better-Educated Information is Easily Obtained Search Activity is Greater When: Value Style and Image 產品知識 搜尋量 影響資訊蒐集之風險類別 Functional Social Monetary Psychological Physical 喚起子集 -最可能考慮 呆滯（無差 異）子集 -有可能考慮 不當子集 -不考慮 察覺子集 Basic Levels Have Much More in Common, But a Number of Alternatives Exist. Dessert Fattening Dessert Nonfattening Dessert Ice Cream Pie Cake Diet Ice Cream Fruit Yogurt Subordinate Levels Includes Individual Brands. Superordinate Levels Identifying Competitors Are Different Products Substitutes? Locating Products Consumers’ Expectations Regarding the Places to Locate a Desired Product. Product Positioning Conception of the Product Relative to Other Products in the Consumer’s Mind Exempla