Chakraborty G, Ettenson R, Gaeth G
Oklahoma State University, Stillwater.
J Health Care Mark. 1994 Spring;14(1):21-33.
The authors used choice-based conjoint analysis to model consumers' decision processes when evaluating and selecting health insurance in a multiplan environment. Results indicate that consumer choice is affected by as many as 19 attributes, some of which have received little attention in previous studies. Moreover, the importance of the attributes varies across different demographic segments, giving marketers several targeting opportunities.
作者使用基于选择的联合分析来模拟消费者在多计划环境中评估和选择健康保险时的决策过程。结果表明，消费者的选择受到多达19个属性的影响，其中一些属性在以往研究中很少受到关注。此外，这些属性的重要性在不同人口细分群体中有所不同，这为营销人员提供了几个目标定位机会。
