請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/86572完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 任立中(Li-Chung Jen) | |
| dc.contributor.author | Mao-Cheng Wen | en |
| dc.contributor.author | 温貿丞 | zh_TW |
| dc.date.accessioned | 2023-03-20T00:03:58Z | - |
| dc.date.copyright | 2022-10-20 | |
| dc.date.issued | 2022 | |
| dc.date.submitted | 2022-09-29 | |
| dc.identifier.citation | 任立中、陳靜怡（2019）。大數據行銷：邁向智能行銷之路。前程文化。 范雅筑、黃靖淑（2014）。菜單設計對餐廳經營績效之影響。餐旅暨觀光，11(1)，1-22。https://doi.org/10.6572/JHT.11(1).1 資策會產業情報研究所（2022年3月28日）。【外送大調查】72%消費者使用過外送服務 18~35歲最愛用 31%已訂閱 50%會員平均每次消費300元以上。資訊工業策進會。https://mic.iii.org.tw/news.aspx?id=619 Arora, N., Allenby, G. M., & Ginter, J. L. (1998). A hierarchical Bayes model of primary and secondary demand. Marketing Science, 17(1), 29–44. http://www.jstor.org/stable/193195 Bowen, J. T., & Morris, A. J. (1995). Menu design: Can menus sell? International Journal of Contemporary Hospitality Management, 7, 4–9. https://doi.org/10.1108/09596119510091699 Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.2307/3172866 Gabor, A., & Granger, C. W. (1966). Price as an indicator of quality: Report on an enquiry. Economica, 33(129), 43–70. https://doi.org/10.2307/2552272 Gagić, S., Tešanović, D., & Jovičić, A. (2013). The vital components of restaurant quality that affect guest satisfaction. Turizam, 17(4), 166–176. https://doi.org/10.5937/Turizam1304166G Hamilton, R. W., & Srivastava, J. (2008). When 2 + 2 is not the same as 1 + 3: Variations in price sensitivity across components of partitioned prices. Journal of Marketing Research, 45(4), 450–461. https://doi.org/10.1509/jmkr.45.4.450 Han, S., Gupta, S., & Lehmann, D. R. (2001). Consumer price sensitivity and price thresholds. Journal of Retailing, 77(4), 435–456. https://doi.org/10.1016/S0022-4359(01)00057-4 Kamakura, W. A., & Russell, G. J. (1989). A probabilistic choice model for market segmentation and elasticity structure. Journal of Marketing Research, 26(4), 379–390. https://doi.org/10.2307/3172759 Kim, J., Allenby, G. M., & Rossi, P. E. (2004). Volumetric conjoint analysis. http://dx.doi.org/10.2139/ssrn.552862 Nagle, T. T., & Müller, G. (2018). The strategy and tactics of pricing: A guide to growing more profitably (6th ed.). Routledge. Naipaul, S., & Parsa, H. G. (2001). Menu price endings that communicate value and quality. Cornell Hotel and Restaurant Administration Quarterly, 42(1), 26–37. https://doi.org/10.1177/0010880401421003 Panitz, B. (2000). Reading between the lines: The psychology of menu design. Restaurants USA, 8, 81–87. Parsa, H. G., & Njite, D. (2004). Psychobiology of price presentation: An experimental analysis of restaurant menus. Journal of Hospitality & Tourism Research, 28(3), 263–280. https://doi.org/10.1177/1096348004263105 Raab, C., Mayer, K., Kim, Y. S., & Shoemaker, S. (2009). Price-sensitivity measurement: A tool for restaurant menu pricing. Journal of Hospitality & Tourism Research, 33(1), 93–105. https://doi.org/10.1177/1096348008329659 Wakefield, K. L., & Inman, J. J. (2003). Situational price sensitivity: The role of consumption occasion, social context and income. Journal of Retailing, 79(4), 199–212. https://doi.org/10.1016/j.jretai.2003.09.004 Yang, S. S., Kimes, S. E., & Sessarego, M. M. (2009). Menu price presentation influences on consumer purchase behavior in restaurants. International Journal of Hospitality Management, 28(1), 157–160. https://doi.org/10.1016/j.ijhm.2008.06.012 Zellner, A. (1986). On assessing prior distributions and Bayesian regression analysis with g-prior distributions. Bayesian Inference and Decision Techniques. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/86572 | - |
| dc.description.abstract | 綜觀過往諸多價格敏感度相關研究多以異質性作為探討標的，以不同家戶、個體基礎對於不同價格水準下橫斷面的整體性互動作為主要研究架構，相當程度壓縮抑或是忽略時間性、序列性所產生的動態性變化，對於消費者序列決策下所展現的認知價值、消費行為以及貨幣保留效用波動性甚少具有系統且量化的研究模式與理論進行估計與探討。 本研究以探討消費者序列決策下價格敏感度動態性為研究主題，並以日式迴轉壽司的點餐決策作為本次研究個案。為有效攫取消費者序列決策下價格敏感度動態性，研究者構建菜單式數量基礎聯合分析法，其中，聯合分析法蔚為價格敏感度估計的常用途徑。研究者嘗試以餐點類別呈現次序、價格水準區間作為本次研究的操作變因。受測者將於高度實驗控制下的模擬點餐情境中，面臨具隨機性的菜單頁面，隨機性的來源有餐點類別的呈現次序以及價格水準的區間變動，進行數次完整且獨立點餐決策，產生整體性、階段性以及階段性餐點類別的巢狀資料架構，研究者接續據此發展貝氏迴歸模式以進行受測者個人層級於序列決策下價格敏感度估計，衡量受測者於不同階段下的價格敏感度。 本次研究中受測者確實展現價格敏感度動態性，整體而言，受測者價格敏感度將隨著階段遞進而漸趨敏感，研究者進一步以個人層級下的階段性價格敏感度進行層級式集群分析，發現事實上不同的集群間所展現的階段性價格敏感度走勢大相逕庭，不僅價格敏感度數值高低落差巨大外，價格敏感度走勢更分作峰型、谷型，說明不同的集群間於特定階段下貨幣保留效用具備歧異的認知。 研究者以實際的階段性餐點類別價格敏感度估計結果，提供餐旅業者於實務面上的動態性定價法可行性支持，以點餐階段決策優先以及餐點類別決策優先的指引最佳化菜單頁面次序的呈現。 | zh_TW |
| dc.description.abstract | Most studies related to price sensitivity focus on heterogeneity as subjects of investigation, depending on the cross-sectional interaction of price level within the household or individual. In such structure, researchers might compress or neglect the dynamic changes caused by the time-series of sequential extent, lacking the systematic and quantitative model for estimating and investigating cognitive value, consumption behavior and monetary utility of customers along with the sequential-decision making. The study focuses on investigating the dynamic of price sensitivity of customers during the sequential-decision making, taking orders of conveyor belt sushi as an example. In order to effectively capture the dynamic of price sensitivity of customers, researcher establishes menu-based volumetric conjoint analysis which is a common approach to estimate price sensitivity. In menu-based volumetric conjoint analysis, the presenting order of meal category and price interval are operational variables. During the experiment, we may retrieve nested data structure comprises overall, sequential, and sequentially category data. Thus, we develop a Bayesian regression model for estimating price sensitivities of respondents under each specific data structure, representing the appearance of dynamic of price sensitivity. Respondents present dynamic of price sensitivity in variety ways. Two sequential patterns emerge among different clusters, suggesting that vastly different cognitive monetary values may exist between different cluster. The difference of the cognitive value of monetary might provide an opportunity for marketing managers to construct market segmentation. | en |
| dc.description.provenance | Made available in DSpace on 2023-03-20T00:03:58Z (GMT). No. of bitstreams: 1 U0001-2909202216141500.pdf: 2151951 bytes, checksum: 3799109b9fea61c46326da7e73418043 (MD5) Previous issue date: 2022 | en |
| dc.description.tableofcontents | 中文摘要 i ABSTRACT ii 目 錄 iii 圖目錄 vi 表目錄 viii 第壹章 緒論 1 第一節、研究背景與動機 1 第二節、研究目的 2 第三節、待答問題 2 第四節、研究流程 3 第貳章 文獻探討 5 第一節、價格敏感度相關文獻探討 5 第二節、菜單設計相關文獻探討 7 第三節、聯合分析相關文獻探討 8 第參章 研究方法 10 第一節、研究架構 10 第二節、問卷設計 10 一、菜單式數量基礎聯合分析 11 二、餐廳屬性重視程度 11 三、基本資料 12 第三節、研究對象 12 第四節、研究變項 12 一、餐點品項消費數量 12 二、餐點品項價格水準 14 三、餐廳屬性重視程度 15 四、人口統計變量 16 第五節、資料處理與分析 16 一、貝氏統計序列決策下價格敏感度估計模式 16 二、層級式集群分析 19 三、統計檢定 19 第肆章 實證分析 20 第一節、敘述性統計 20 一、人口統計變量 20 二、餐廳屬性重視程度 26 三、餐廳屬性重視程度敘述性統計 33 第二節、序列決策下價格敏感度模式推導結果 34 一、整體性價格敏感度 34 二、階段性價格敏感度 35 三、階段性餐點類別價格敏感度 39 第三節、層級式集群分析結果 40 第四節、人口統計變量卡方獨立性檢定 43 一、性別 44 二、年齡 45 三、工作狀態 46 四、可支配所得 47 五、居住地區 48 六、每月聚餐頻率 49 七、偏好聚餐型態 50 八、聚餐預算 51 九、偏好日式迴轉壽司品牌 53 第五節、餐廳屬性重視程度單因子變異數分析 54 一、價格合理性 54 二、食物品質 56 三、服務品質 57 四、餐廳環境 58 五、餐廳聲譽 59 第伍章 結論與建議 61 第一節、結論 61 第二節、管理意涵 62 一、點餐階段優先準則 63 二、餐點類別優先準則 63 第三節、未來研究建議 64 一、資料蒐集 65 二、實驗設計 65 三、研究變項 65 四、研究推論 65 參考文獻 66 附錄：問卷內容 69 | |
| dc.language.iso | zh-TW | |
| dc.subject | 序列決策 | zh_TW |
| dc.subject | 定價策略 | zh_TW |
| dc.subject | 序列決策 | zh_TW |
| dc.subject | 菜單設計 | zh_TW |
| dc.subject | 價格敏感度 | zh_TW |
| dc.subject | 定價策略 | zh_TW |
| dc.subject | 菜單設計 | zh_TW |
| dc.subject | 價格敏感度 | zh_TW |
| dc.subject | sequential decision-making | en |
| dc.subject | pricing strategy | en |
| dc.subject | price sensitivity | en |
| dc.subject | pricing strategy | en |
| dc.subject | sequential decision-making | en |
| dc.subject | price sensitivity | en |
| dc.subject | menu design | en |
| dc.subject | menu design | en |
| dc.title | 貝氏統計於聯合分析法之序列決策下個人價格敏感度探討 | zh_TW |
| dc.title | Investigating Price Sensitivity of Individual in Sequential Decision-Making in Conjoint Analysis Based on Bayesian Approach | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 110-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 黃恆獎(Heng-Chiang Huang),許耀文(Yao-Wen Hsu) | |
| dc.subject.keyword | 價格敏感度,菜單設計,序列決策,定價策略, | zh_TW |
| dc.subject.keyword | price sensitivity,menu design,sequential decision-making,pricing strategy, | en |
| dc.relation.page | 73 | |
| dc.identifier.doi | 10.6342/NTU202204236 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2022-09-30 | |
| dc.contributor.author-college | 共同教育中心 | zh_TW |
| dc.contributor.author-dept | 統計碩士學位學程 | zh_TW |
| dc.date.embargo-lift | 2022-10-20 | - |
| 顯示於系所單位： | 統計碩士學位學程 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| U0001-2909202216141500.pdf | 2.1 MB | Adobe PDF | 檢視/開啟 |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。