Conjoint analysis

1. Conjoint analysis －pensions of Taiwan

2. Agenda

3. Literature review • Conjoint Analysis of price premium for Hotel Amenities (Stephen M. Goldberg , Paul E. Green and Yoram Wind,1984) • 以產品美學屬性做為競爭策略之研究- 台灣智慧型手機市場之探討 (曾重嘉,2008)

4. Literature review • Introduction- Conjoint Analysis of price premium for Hotel Amenities • This paper is concerned with ways in which conjoint methods may be modified to deal with the correlated attributes and bundling problems.

5. Literature review

6. Literature review

7. Literature review

8. Literature review

9. Literature review

10. Literature review

11. Literature review

12. Literature review

13. Literature review Cultural and Creative industry Life Style

14. Literature review • Beauty is a positive, intrinsic, objectified value and, not requiring any expected utility will be able to bring people the feeling of pleasure. (Santayana,1955) Introduction-以產品美學屬性做為競爭策略, 之研究- 台灣智慧型手機市場 之探討。

15. Literature review • Enterprise can create a visual identity and image by art, the aesthetic elements included in the identification aesthetic elements such as color, size, shape, texture, font, etc. • Designers use such as color, shape, smell, hearing, touch and other main materials to design and integration, to create the aesthetic style of corporate or brand. (Schmitt and Simonson,1997)

16. Literature review • Therefore, product aesthetics, in particular, can be seen directly to the visual aesthetics, for quite a significant impact on consumers. The aesthetic properties from the perspective of the aesthetic attributes in the construction standards, the use of conjoint analysis to explore the smart phone products, consumers attach importance to the aesthetic attributes and levels.

17. Literature review View Service Art Security

18. Method Development • Factor： View, Service, Securityand Art • 9 Trade-off bundles • Respondent：10people • Method：Conjoint Analysis

19. Factors • ViewHigh： View with clear scenery • View Medium： View with partial scenery • View Low： View with limited scenery

20. Factors • Service High： Additional associated service • Service Medium： Traditional room service • Service Low： Just only check in and check out service

21. Factors • Security High： A variety of security equipments • Security Medium： Partial security equipments • Security Low： Only fire extinguishers

22. Factors • Art High： Theme decoration • Art Medium： Typical decoration • Art Low： Little or no decoration

23. Security Low Service High View Medium Art High Security Low Service Low View High Art Low Security Low Service Medium View Low Art Medium Security Medium Service High View High Art Medium Security Medium Service Low View Low Art High Security Medium Service Medium View Medium Art Low Security High Service High View Low Art Low Security High Service Low View Medium Art Medium Security High Service Medium View High Art High

24. View Low 9+3+5=17 Medium 2+8+6=16 High 7+4+1=12 Art Low 7+8+5=20 Medium 9+4+6=19 High 2+3+1=6 18 15 12 16 18 11

27. Conclusion Art is the most important value-creating factor.

28. Conclusion