THE RESEARCH OF CAUSALITY BETWEEN CONSUMERS’ PREFERENCE STRUCTURE & PURCHASE BEHAVIOR
Date Issued
2006
Date
2006
Author(s)
Chang, Chuh-Chen
DOI
zh-TW
Abstract
This research hangs over from the report in 2003, using the same analysis methods for the same consumers to find out if the conflicting outcome in 2003 results from the timing point of perceptions of consumers －that, we can not deduce beforehand purchase behavior from after- perceptions.
The research focuses on two set of models for each same consumer. The first model is used by questionnaire and Self-Explicated Model, and this represents the consumers’ subjective perception. The second model is to catch the past 2 year’s purchase data of the same customers to analyze the preference structure. This part symbolizes customer’s objective purchase behavior.
After comparing these two models, we find that the outcome is the same as before － the preference part-worth have significant negative correlation with the empirical purchase behavior. This outcome proves again that consumers tend to say one thing but do another thing － what they evaluate with high scores does not represent what they will buy. And they may happen to buy something that even they do not like it.
Subjects
自顯性偏好模式
層級貝氏聯合分析法
Probit模式
Self-explicated Model
Hierarchical Bayesian Conjoint Analysis
Probit Model
Type
thesis
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