[논문]Analysis of Information Behavior in Determination of Product Specifications Based on a Conjoint Measurement Approach and a Fusion Model

Ishii, Kazuyoshi; Ichimura, Takaya; Hiraki, Shusaku

Analysis of Information Behavior in Determination of Product Specifications Based on a Conjoint Measurement Approach and a Fusion Model 원문보기

Ishii, Kazuyoshi (Kanazawa Institute of Technology) , Ichimura, Takaya (School of Business and Commerce, Nihon University) , Hiraki, Shusaku (Faculty of Faculty of Economic Sciences, Hiroshima Shudo University)

This paper deals with the difficulties involved in analyzing and designing a management system to reduce the risks and improve the productivity of new product development. In this paper, a method is described to analyze user information and determine product specifications based on a stimulus-response model, the conjoint measurement of users needs, and product characteristics deployment. The proposed method can analyze the effect of a partial price on the contribution ratio based on the order of preference of product profiles through a smaller number of product profiles. The strengths and weaknesses of this method are examined as the method is applied to the case study of a mobile computer intended for personal use.

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문제 정의

Based on the fusion concept (Holt, 1977), we have developed and proposed models and methods to analyze information behavior in the assessment of users, needs. This concept aims to clarify the ftinctions of the assessment of both users* needs and technology in connection with a new creative idea. Users' needs assessment refers to problem definitions derived from the users5 perceived needs.

가설 설정

(2) The partial effect of the partial price is greater than the effect of the CPU in this product standard case.

제안 방법

1. From the results of the deployment of product characteristics and the survey of the significance level of merchandizing characteristics, we clarified four product attributes to design an effective product profile of the efficient determination of optimum specifications of a mobile computer.
For this study, a mobile personal computer was selected as a product sample, and a survey of users * needs was done using a questionnaire focusing mainly on those who use the computer for personal benefit. The questionnaire, which can be viewed at http://wwwr.
2003). The concept of levels of product characteristics in our product characteristics deployment method seems similar to QFD, but our proposed method aim자 to clarify a structure of the innovation process as information behavior. The content of the elements of product characteristics shown in Table 2 was derived from our many case studies of product development (Muramatsu et al, 1990).
specifications. The method is combined with a stimulus-response model (Ishii and Ichimura, 2003) and the conjoint measurement of users' needs based on the fusion model. The strengths and weaknesses of this method are examined as it is applied to a case study, done in Japan, of a mobile computer intended for personal use.
The validity and problems of the proposed method have been analyzed by applying this method in a case study of a mobile computer. The conclusions are listed below:
Moreover, our product characteristics deployment method is just one method of analyzing information behavior in the innovation process. This method aims to analyze the conversion of the four product characteristics. In order to facilitate decisionmaking and creative effort, information behavior here is defined as the structure of and the activities involved in collecting, processing, and making decisions for which
This paper proposes a method to analyze information behavior and determine optimum product specifications. The method is combined with a stimulus-response model (Ishii and Ichimura, 2003) and the conjoint measurement of users' needs based on the fusion model.

이론/모형

In this method, product characteristics deployment can be combined with product family-tree analysis to identify the product attributes that effectively satisfy users, needs. The method is combined with the conjoint measurement approach and the stimulus-response model as a two-stage model. The application of the proposed method to a mobile computer allowed the identification of optimum product specifications depending upon a target user, considering the effect of a partial price.

성능/효과

2. With a product profile based on the four product attributes, we were able to determine the optimum specifications based on the contribution ratio of each product attribute and the possibility of the partial utility that each attribute standard may have. It was clarified from the results that CPU's differ in their optimum product specifications depending on the segment of online-communication time spent due to the partial price.
3. Among significant merchandizing characteristics, the product attribute of 44non-frequent computer failure, , was not clarified because the after-service of “repair immediately after failure, classified as delivery service, supplemented the undeveloped design standard of technical characteristics.

후속연구

4. Upon determination of the optimum specifications, we considered their partial price impact on the CPU level alone; however, it will be necessary to study and clarify their impact on the weight of the computer and the cost of repairs.
To improve the proposed method, a dynamic change in users5 needs such as the levels of significance of merchandising characteristics and the partial utility of a product attribute should be analyzed in fiiture research.

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Analysis of Information Behavior in Determination of Product Specifications Based on a Conjoint Measurement Approach and a Fusion Model 원문보기

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