摘要
将层次分析方法与模糊综合评判理论相结合,以营养成分、包装情况、价格因素、广告宣传、售后服务为一级评判指标,以保健品专卖店、大型超市、小型超市、杂货店、厂家邮购五种销售渠道为二级评价指标,给出一种模糊判断的权重计算方法,建立了保健品消费心理的层次模糊决策模型。应用该模型对长春地区消费者的保健品消费心理进行了测试,结果表明:测试结果与实际销售情况相符。说明应用该方法建立起来的模型在了解消费者对保健品的消费心理方面是可行的,同时也为新型保健品的开发和市场推广提供了一定的依据。
A model of fuzzy comprehensive evaluation on consumer psychology of health product was built. By combining hierarchy analysis process with fuzzy sets theory, a calculation method of the weight of fuzzy judgment was got, and used to evaluate consumers in ChangChun, China. The local level of evaluation ： nutrition component, condition of packing, price factor, advertising campaign and after service. Secondary small supermarkets, general store and capital evaluation： health product special shop, large supermarkets, mailing order. The result showed that this model and reliability consumer psychology of consumers provide a decision- making in new health product for choosing from a variety of health products exploitation. can provide real, complete as well as can be used to
出处
《心理学报》
CSSCI
CSCD
北大核心
2005年第6期826-831,共6页
Acta Psychologica Sinica
关键词
消费心理学
模糊综合评判
层次分析法
权重
consumer psychology, fuzzy comprehensive evaluation, analytical hierarchy process, weight.
