基於直覺模糊多元屬性模型發展品牌形象之衡量方法

消費者常藉由主觀認知的品牌形象之好壞作為購買決策的重要依據，過去研究多以李克特尺度或語意差別尺度的量化方式衡量品牌形象，但因人類的思維是複雜的，且消費者的知覺型態多不相同，對於問卷選項評價的知覺表達亦是模糊的，故甚難以單一化的數值加以表達。此外，過去研究多數將品牌形象屬性視為連結性關係來衡量，但在許多消費者心中，非連結性的屬性關係卻是經常存在的。有鑑於此，本研究利用直覺模糊尺度作為衡量工具，建構以直覺模糊集合為基礎之多元屬性模型衡量品牌形象，主要依據評估函數延伸至一般化平均運算之概念，計算品牌的品牌形象分數，且以計分函數發展排序方法，將其運算結果與傳統方法做比較分析，結果發現本研究建構之衡量模型優於傳統方法，能更貼近消費者心中之品牌形象排序，給予衡量品牌形象一番不同的詮釋。
Now the consumers evaluate brand image of products through subjective cognitions to judge product quality and to influence purchase behaviors. Most of previous researches have used Likert Scales or Semantic Differential Scales to measure brand image. However, human thinking is complex, and consumers' perception types are diverse. Then, their evaluations of the items in the questionnaire are imprecise, so we can't use a single value to capture it. Besides, the past studies usually figure out the relation of the attributes are conjunctive, but sometimes there exist disjunction relations among attributes. In view of this, we develop Intuitionistic Fuzzy Scales and a multiattribute model based on Intuitionistic Fuzzy Sets to measure brand image. We use generalized averaging operations based on evaluation functions and Score functions to compute the scores of brand image and the ranking order of the brands. Further more, we compare the calculation results of our models and traditional methods to find out a most appropriate model for assessing brand image. According to empirical results, it shows that using the Intuitionistic Fuzzy Scales can acquire approximate estimations of respondents' actual judgments. Using these valid and suitable measurement models, the enterprises can measure brand image through the Intuitionistic Fuzzy questionnaire and refer the models of this study to understand the consumers' thoughts concerning brand image.