Prospect-theoretic Analysis of Consumer Choice for Fruits and Vegetables Electronic Commerce
|關鍵字:||展望理論;消費者選擇;果菜電子商務;Prospect Theory;Consumer Choice;Fruits and Vegetables Electronic Commerce|
Because of their coexistence of few successful but many failed cases, fruits and vegetables become challengeable items in Electronic Commerce (EC). In this thesis, a two-step methodology has been developed for exploring the possible factors for successful fruits and vegetables in EC. In the first step, fruits and vegetables are classified into three categories according to their qualities consumers perceived: search goods, experience goods, and credence goods. In the second step, prospect theory is applied to discovering their competitive advantages with respect to traditional convenience stores. There are two reasons for this approach. One is to focus to the target fruits and vegetables which have the similar perception from the consumers’ viewpoint. The other is to measure the consumer choice in a better way because the prospect theory is a more suitable model than the traditional expected utility theory. For validating this two-step approach, several web-based experiments have been designed and applied to some potential fruits and vegetables customers in EC. The research results have found some possible factors for operating successful fruits and vegetables in EC.