将偏好不确定性纳入最好最坏的扩展
Francisco J Areal1,2, Rubén Perez3
1Newcastle Business School, Northumbria University, Newcastle upon Tyne, United Kingdom.
PloS one
|January 30, 2025
概括
本研究引入了一种增强的最佳-最差缩放 (BWS) 方法,该方法包括消费者偏好不确定性. 改进的方法揭示了各种属性的重要性和不确定性水平,可能会改变葡萄酒偏好排名.
科学领域:
- 消费者行为 消费者行为
- 营销科学 营销科学
- 心理测量 心理测量 心理测量
背景情况:
- 传统的最佳-最差扩展 (BWS) 引发了偏好,但可能会忽略受访者不确定性.
- 了解消费者对产品属性的偏好对于市场战略至关重要.
- 偏好不确定性可能会影响决策,需要进一步调查.
研究的目的:
- 通过纳入偏好不确定性来增强最佳-最差缩放 (BWS) 方法.
- 为了引起消费者对葡萄酒属性的更有信息的相对偏好.
- 确定和分析与葡萄酒购买决策相关的不确定性水平.
主要方法:
- 开发了一种扩展的最佳-最差缩放 (BWS) 方法,其中包含了偏好不确定性.
- 将新方法应用于342名阿根廷葡萄酒消费者,评估了16种葡萄酒属性.
- 将扩展BWS与标准BWS方法的结果进行比较.
主要成果:
- 在葡萄酒属性之间和葡萄酒属性内观察到不确定性水平的显著变化.
- 与标准BWS相比,纳入偏好不确定性改变了属性偏好排名.
- 不确定性指标的选择影响了观察到的偏好变化.
结论:
- 扩展的BWS方法通过考虑不确定性,为消费者偏好提供了更细致的理解.
- 偏好不确定性是可以改变传统偏好排名的关键因素.
- 进一步的研究应该探索各种指标来调查偏好不确定性异质.
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