소비자 선호도에 관한 실증적 연구-AHP를 중심으로-

• 영문명: An Empirical Study on the Consumer Preference: Analytic Hierarchy Process as a Means for Measuring Preference
• 발행기관: 인하대학교 산업경제연구소
• 저자명: 최태성 김성호
• 간행물 정보: 『경상논집』경상논집 제12집 제2호, 197~222쪽, 전체 26쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 1998.10.01

영문 초록

Modeling and measuring how consumers form preferences for products or services is critical to the understanding of consumer behavior. Considerable research has been applied to the task of determining how consumers combine perceptions of product attributes into preferences. Analytic Hierarchy Process(AHP) is a methodology for aiding decision makers faced a complex decision problem. Traditionally it is used as a normative model. In this paper, we examine the applicability of AHP as a descriptive model for consumer preference. We discuss the appropriateness of AHP to consumer preference and present an empirical analysis for showing the merits and the descriptive validity of AHP.

목차

1. 서론

2. AHP의 자료수집 및 측정방법

3. 소비자선택모형으로서의 AHP의 적용가능성

4. AHP의 기술타당성 검정을 위한 실증분석

5. 결론

참고문헌

부록. AHP 부프로그램(subroutine)

Abstract