會議論文
| 學年 | 104 |
|---|---|
| 學期 | 2 |
| 發表日期 | 2016-05-14 |
| 作品名稱 | Analysis the Brand Performance in Smartphone Market using Hybrid Multicriteria Decision Methods |
| 作品名稱（其他語言） | |
| 著者 | Wang, Wen-Yuan; Tsaur, Ruey-Chyn |
| 作品所屬單位 | |
| 出版者 | |
| 會議名稱 | International Conference in Management Sciences and Decision Making |
| 會議地點 | Tamkang University, Taiwan |
| 摘要 | With rapid technological innovation and ever-changing consumer preferences, smartphones have become important tool in our modern life. In the smartphone market, most users will not only consider the price and features of the phones but also the word of mouth and average sales of these smartphones. Often, customers face difficulties in their purchase process as they tried to investigate the functions and brand image of these smartphones. Therefore, in this paper, we selected nine smartphone brands and used VIKOR to rank the smartphones’ functions. Then, we used TOPSIS to evaluate the word of mouth. We also took the average sales and brand image figures for each brand into consideration. This study found that the brand image significantly affects the overall rankings of brand sales. |
| 關鍵字 | Smartphone;word of mouth;VIKOR;TOPSIS |
| 語言 | en |
| 收錄於 | |
| 會議性質 | 國際 |
| 校內研討會地點 | 淡水校園 |
| 研討會時間 | 20160514~20160514 |
| 通訊作者 | |
| 國別 | TWN |
| 公開徵稿 | |
| 出版型式 | |
| 出處 | Proceedings of International Conference in Management Sciences and Decision Making |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/107601 ) |