Using Fuzzy Reasoning to Construct the Decision Model for Reducing Shopping Uncertainty

[[abstract]]在競爭激烈的零售環境中，各種市場機制策略的搭配組合，以及採用的優先順序，往往是零售業者在創造競爭優勢的重要決策目標。本研究目的在建立零售業者擬定降低消費者購物不確定性之決策模型，運用二階段模糊評估流程，評量第一階段模糊多準則功能性構面，作為第二階段模糊決策模式IF-THEN的推論基礎，據以反映零售業者評選市場機制策略組合的推理決策行為，以及所隱含主觀判斷、選擇偏好等認知的模糊性評估問題。本研究以大型複合式商店作為調查的範圍，實證結果顯示，市場機制策略組合的採用程度，以「組合現金退回、促銷宣傳、保證」的產出水準值最高，其次為「非組合現金退回、資訊傳播、保證」和「非組合現金退回、促銷宣傳、資訊傳播」，最低為「促銷宣傳、資訊傳播、保證」策略的搭配組合。本研究結果可作為零售業者在擬定降低消費者購物不確定性組合策略之參考。[[abstract]]With the competition retail environment, all kinds of combination of market mechanism strategies and the adopted priority involve in creating significant decision objective of advantageous position for retailers. This study purposes to build up the decision model for reducing purchasing uncertainty through the fuzzy two-stages evaluation. The index of functional dimensions the first stage found with fuzzy multi-attributes is for the basis of the second stage. It conducts fuzzy IF-THEN decision making to respond the retailers' decision behavior for the characteristics of inference and inductive reasoning, implying subjective judgment with the connotative preference of uncertainty and ambiguous problems. The empirical result shows the adopted level of market mechanism strategies in the large combination store ordered by the "bundled money back, promotion propaganda, guarantee", heavily weighted, the "unbundled money back, information transmission, guarantee" and the "unbundled money back, promotion propaganda, information transmission" are the next, and the "promotion propaganda, information transmission, guarantee" are weighted the least. The findings of this study can be regarded as the reference for retailers intending to the combination strategies of reducing consumers' purchasing uncertainty