| 摘要: |
| 采用问卷调研的形式研究消费者对白酒包装的认识水平，依据调研结果，从包装功能属性、经济属性、环境属性3个方面建立了消费者满意度综合评价指标体系。利用专家调研和层次分析法对各指标进行权重赋值，并通过对超市目标消费者的问卷调查，确定了各项指标的满意度评价等级。利用Cronbach 系数对调研问卷进行了信度分析，结果表明问卷设计合理可靠。实例表明，模糊综合评价方法可操作性强，结果客观公正，并且各级数据可以保留，方便用来进一步研究提升消费者满意度的方法。该研究思路和研究方法对其他商品包装评价有一定的借鉴意义。 |
| 关键词: 白酒 消费者满意度 信度分析 模糊综合评价 |
| DOI： |
| 分类号:TB488; TB482 |
| 基金项目:上海市重点学科项目经费资助（S30504 |
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| Fuzzy Comprehensive Evaluation of Consumer Satisfaction of Distilled Spirits |
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MA Shuang, QIAN Xing-san
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University of Shanghai for Science and Technology, Shanghai 200093, China
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| Abstract: |
| The packages of distilled spirits were explored from the viewpoint of consumer by questionnaire. According to the survey results, consumer satisfaction evaluation system was established from three aspects including function, economy and environment. The weight of each factor was assigned by expert investigation and analytical hierarchy process (AHP), and estimation rating was defined by questionnaire of potential buyers in supermarket. Questionnaire reliability analysis was completed by using Cronbach . The case study showed that fuzzy comprehensive evaluation method is easily operational and credible, which can provide further research on consumer satisfaction improvement. The ideas and methods can be reference for other commodity packaging evaluations. |
| Key words: distilled spirits consumer satisfaction reliability analysis fuzzy comprehensive evaluation |
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