影响消费者购买决策的产品属性效用实证分析

本文采用UTASTAR方法,以手机产品为例,从多属性效用这个新视角来评估决策这一因素,研究了七种手机产品对消费者的总效用、各属性的边际效用及各影响因素的重要程度.目前,产品属性影响力大小的获知主要依靠市场调研或网络调研,该文所采用的UTASTAR方法是市场调研方法的补充和完善.论文首先阐述了UTASTAR方法在研究消费者购买决策方面的优势,然后对通过网络挖掘获取的手机属性数据进行定量计算,结果各款手机的总效用排序与实际调查得到的消费者的关注度基本一致.另外,本文计算得到的属性边际效用和属性的权重,能够使营销人员和产品设计人员更好地把握手机产品的重要属性及其重要程度,有利于指导企业制定具有竞争力的产品和市场战略.

An Empirical Analysis: Products Utility of Affecting Consumers' Purchase Decision

This paper adopts UTASTAR approach,taking cell phone as an example,to assess the total utility of seven cell phones for consumers,the marginal utility of the various attributes and the importance degree of those attributes from the new perspective of multi-attribute utility decision.At first,the paper formulates the advantage of UTASTAR approach in terms of studying consumer purchase decision-making.And then we use the cell phone attribute data from ZOL(Zhongguancun Online)research center to quantificationally solve the utilities and as a result the rank of the overall utility is almost consistent with the investigated concern degree of consumers.Furthermore,the marginal utility of the attributes and the weight of attributes,can make product design staff and marketing staff to take better hold of the important attributes and their importance degree of cell phone products,and guide enterprises to establish competitive product strategy and marketing strategy.