Study on Commonness of Consumers's Quality Requirements

本研究试图找出不同消费者对不同产品的质量要求之间存在的共性，以获得有效和高效地调查消费者质量要求所需的基本知识。影响消费者质量要求的主要因素有三个：1)产品的类型，2)消费者的特征，3)产品与消费者之间的关系。首先将因素2)和因素3)分别固定为大学生和自用购买，然后调查155名学生对5种产品的质量要求。因此，建立了质量项目及其评价因素对不同产品是通用的。其次，从不同的角度对消费者进行分层，然后使用5个产品和20个质量项目来调查每个阶层的消费者认为哪些质量项目是必不可少的。因此，发现消费者的特征对基本要求的质量项目的影响取决于产品的类型，反之亦然，有现有的消费者/产品群体，其中每一个都可以获得相同的结果。最后，通过9种产品和3种购买情况对大学生的基本品质要求项目进行调查：a)送礼，b)自用，c)商务使用。结果发现，基本要求的质量项目取决于情况以及消费者的特征，其评估因素对于情况是共同的。

This study tries to identify the commonness existing between the quality requiements of defferent consumers for different products in order to get the fundamental knowledge needed for effective and efficient investigation of consumer's quality requirements. There are three major factors affecting consumer's quality requirements : 1) type of product, 2) characteristics of consumer, and 3) relationships between product and consumer. First, factors 2) and 3) was fixed to university students and purchasing for own use respectively, and then the quality requirements of 155 students for 5 products were invectigated. As a result, it was founded quality items and their evaluation factors are common for different products. Second, consumers were stratified from various viewpoint, and then which quality items the consumers in each stratum consider essential was investigated using 5 products and 20 quality items. As a result, it was founded that effects of consumer's characteristics on essential required quality items depend on types of products and vice verses, with there existing groups of consumers/products for each of which the same results can be obtained. Finally, essential required quality items of university students were investigated using 9 products and 3 purchasing situations : a) for a present, b) for private use, and c) for business use. As a result, it was founded that essential required quality items depend on the situations as well as the consumer's characteristics, with their evaluation factors being common for the situations.