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| 篇名 |
管理學報，
1995
第十二卷第二期：287-317
DOI：
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| 態度形成與選擇行為之實證分析 |
| Attitude Formation and Choice Behavior an Empirical Study |
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| 對於是否要從事某項特定行為，一個人的選擇常受到目標、理性認知、個人計劃及意願等意志控制。在建構選擇模型時，社會科學家以「態度」作為對事物或行為的概括性看法。態度經常是以多屬性的Fishbein 模型來顯示，以表達偏好和預測後績的選擇。這種以態度為基礎的選擇行為與經濟學、決策科學的效用極大化理論非常相近。本文利用已發表的捐血行為研究資料，以修正過的Fishbein 架構配合定性反應模型來預測個人行為。本文所提probit 與logit迴歸之整體適合度及預測能力頗高，研究發現能增加吾人對捐血行為態度結構和動機的暸解，並可應用於行銷及其它領域。 |
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| 態度、Fishbein模型、選擇行為、多屬性效用理論、probit/logit 模型 |
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| An individual’s choice of performing a specific behavior, under some volitional control, is usually guided by his/her goals, cognition plans and intentions. In formulating choice models, social scientists rely on “attitude” as the overall tendency toward certain object or action. While attitude has often been specified in a multiattribute. Fishbein-type framework to characterize preferences which lead to favorable choices, this attitude-based choice behavior is analogous to utility maximizing theorems in economics and decision science. Using data from published blood donation research, this paper tries to predict individual behavior in some modified Fishbein frameworks through qualitative response models. The proposed probit/logit regressions yield sat is factory results in terms of overall fit indices and predictive validities. The findings shed some light on the attitudinal structure and motivations behind blood donation, with implications for marketing as well as other disciplines. |
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| Attitude, Fishbein Models, Choice Behavior, Multiattribute Utility Theory, Probit/Logit Models |
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