Influence of Selection Process on its Result in Product Purchase

Abstract

The purpose of this study is to clarify how the selection process in product purchase affects its result. Specifically, the authors investigated whether the change in selection occurs depending on the order of presenting product attributes the watch as the target. As a result, most of the subjects changed the selection result depending on the presentation order of the product attributes. Next, the authors classified the timepiece using mathematical quantification theory class III and visualized the similarity and the selection process of the watch selected by the subjects. As a result, the authors discussed the subjects' commitment to products and the influence on selection results by the selection process. In the future, the authors will use the findings of this study to aim for proposals of indicators and scales to quantify consumers' commitment to products.

Kansei Decision Tree: Proposal of a Modeling Method for Decision-making Processes

“…The variations in the number of products selected varied among the participants. However, it was larger for the participants who answered "no" than for those who had a particular watch in mind (see [8,9] for details).…”

“…The way the decision tree is presented is described in Chapter 3. Specifically, the authors conducted an experimental task to choose one watch from 200 watches [8,9]. After three rounds of refinement, the participants selected the watch they liked the most from the final remaining watches.…”

“…This kind of decision making is a common phenomenon in normal decision making (e.g., online shopping) and is considered to be useful as a setting. In their previous study, the authors experimented with a decision-making task using a clock as an example [8,9].…”

“…Next, an analysis was performed using the features attained in previous studies [8,9]. To investigate the similarity of the watches, the authors conducted a cluster analysis of target products using Quantification III.…”