A causal model of consumer involvement: A new approach with intuitionistic fuzzy automata

Ting Yu Chen*, Li Hsuan Yen, Che Wei Tsui

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Involvement has become an important variable in consumer behavior and marketing research for a long time. The purpose of this study is to develop a model that can explain the complicated relationship between antecedents, consequences, and different types of involvement at the same time to understand the internal state of consumers better. Specifically, this model has to be capable of handling the vague interactions between different types of involvement. We develop this integrated model by the using of the intuitionistic fuzzy automata. We choose the cell phone as the stimulus product in this research. There are 19 antecedents, 5 types of involvement, and 10 consequences in the integrated involvement model. According to the results, we find that the intuitionistic fuzzy automata can deal with the interactions between different types of involvement. Second, the intuitionistic fuzzy automata can observe the relations between antecedents, consequences, and 5 types of involvement at the same time. Besides, we can observe the internal state inside consumers through the intuitionistic fuzzy automata, especially the degree of hesitation when they make decisions.

Original languageEnglish
Title of host publication2008 IEEE International Conference on Fuzzy Systems, FUZZ 2008
Pages790-796
Number of pages7
DOIs
StatePublished - 2008
Event2008 IEEE International Conference on Fuzzy Systems, FUZZ 2008 - Hong Kong, China
Duration: 01 06 200806 06 2008

Publication series

NameIEEE International Conference on Fuzzy Systems
ISSN (Print)1098-7584

Conference

Conference2008 IEEE International Conference on Fuzzy Systems, FUZZ 2008
Country/TerritoryChina
CityHong Kong
Period01/06/0806/06/08

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