English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 91280/121421 (75%)
Visitors : 25402233      Online Users : 182
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 統計學系 > 學位論文 >  Item 140.119/33898
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/33898


    Title: 應用個體選擇模式檢驗促銷活動之成效
    Authors: 余思瑩
    Contributors: 江振東
    余思瑩
    Keywords: 個體選擇模式
    多項邏輯模式
    巢狀邏輯模式
    混合多項邏輯模式
    discrete choice model
    multinomial logit model
    nested multinomial logit model
    mixed logit model
    Date: 2003
    Issue Date: 2009-09-17 18:45:29 (UTC+8)
    Abstract: 個體選擇模式(discrete choice model)廣泛應用於國外的交通運輸及行銷領域,而國內交通運輸領域,也長期以此模式分析個體的運具選擇行為。反觀國內的行銷領域,因較難取得消費者的商品品牌購買紀錄,而鮮少應用個體選擇模式分析消費者的選擇行為。有鑒於此,本研究嘗試以問卷收集消費者對三個洗髮精品牌的選擇行為,以個體選擇模式中的多項邏輯模式(multinomial logit model)、巢狀邏輯模式(nested multinomial logit model)、混合多項邏輯模式(mixed logit model)進行分析,檢驗問卷設計中的促銷活動、消費者特性對選擇行為的影響性。
    實證分析的結果發現,洗髮精的原價格及促銷折扣、贈品容量、加量不加價等促銷活動,皆對消費者的選擇行為有顯著的影響力,其中促銷折扣與贈品容量影響的程度較大,是較具有效果的促銷活動。而消費者的性別、年齡、職業及品牌更換的頻率,皆影響洗髮精的選擇行為。此外,消費者若固定選擇自己最常購買的洗髮精,此類型的消費者與其他人的品牌選擇行為,也有顯著的不同。
    此外,根據本研究樣本,我們也發現海倫仙度絲與潘婷間的替代、互補性較強。
    Discrete choice model has been demonstrated to be a useful tool for analyzing consumers’ choice behavior data in the area of transportation and marketing research. However, since a complete data set containing consumers’ history of purchase behavior was rarely available to public, the model was less popular in the marketing research area than in the transportation research in Taiwan.
    Based on limited survey data on consumers’ choice among three different brands of shampoo, we applied multinomial logit model、nested multinomial logit model、mixed logit model in this study to understand promotion program’s effect on consumers’ choice behavior , the result showed that shampoos’ original price、discount、volume of hair conditioner bestowal、more volume with the same price all had significant impacts on consumers’ choice behavior, among them, discount and volume of hair conditioner bestowel influenced more .In addition, consumers’ gender、age、occupation and frequency of changing brands also affected consumers on choosing brands of shampoos. The study also found that a consumer who chose the same brand regularly behaved notably differently.
    Reference: 洪順慶(2000)行銷管理,新陸書局,9月二版,Chap15,544-546頁。
    姜榮新(2000),捷運系統票價彈性之研究,交通大學交通運輸研究所碩士論文。
    陳成業(2001),資料庫行銷之品牌選擇模式研究,國立台灣大學國際企業學系研究所碩士論文。
    Baltas, G., Doyle, P. and Dyson, P.(1997) “A model of consumer choice for national vs private label brands”, Journal of the Operational Research Society ,48,988-995.
    Ben-Akiva, M.(1973), Structure of Passenger Travel Demand Models. Ph.D. dissertation.Department of Civil Engineering, MIT, Cambridge, Mass.
    Ben-Akiva, M. and Lerman, S. P.(1985),Discrete Choice Analysis: Theory and Application to Travel Demand, MIT Press, Cambridge, MA.
    Bhat, C. R.(1995), “A Heteroscedastic Extreme Value Model of Intercity Travel Mode Choice”, Transportation Research B, 29, 471-483.
    Chintagunta, P. K., Jain, D. C. and Vilcassim, N.(1991), “Investigating Heterogeneity in Brand Preference in Logit Models for Panel Data” Journal of Marketing Research, 28,417-428.
    Gonul, F. and Kannan, S.(1993), “Modeling Multiple Sources of Heterogeneity in Multinomial Logit Models:Methodological and Managerial Issues”, Marketing Science, 12,213-229.
    Guadagni, P. M. and Little, J. D. C.(1983), “A Logit Model of Brand Choice Calibrated on Scanner Data”,Marketing Science, 2,203-238.
    Guadagni, P. M. and Little, J. D. C.(1998), “When and What to Buy:A Nested Logit Model of Coffee Purchase”,Journal of Forecasting,17,303-326.
    Hausman, J. and Wise, D.(1978), “A Conditional Probit Model for Qualitative Choice:Discrete Decisions Recognizing Interdependence and Heterogeneous Preferences”,Econometrica, 48,403-429.
    Jain, D. C. ,Vilcassim, N. J. and Chintagunta, P. K.(1994), “A Random-Coefficients Logit Brand Choice Model Applied to Panel data”, Journal of Business & Economic Statistics, 12, 317-328.
    Kamakura, W. A. and Russell G. J.(1989), “A Probability Choice Model for Market Segmentation and Elasticity Structure” ,Journal of Marketing Research, 26,379-390.
    Kannan, P. K. and Wright, G. P.(1991), “Modeling and Testing Structured Markets:A Nested Logit Approach”, Marketing Science, 10, 58-82.
    Koppelman, F. S. and Wen, C. H.(2000) , “The Paired Combinatorial Logit Model:Properties,Estimation and Application”,Transportation Research B,34 ,75-89.
    Koppelman, F. S. and Wen, C. H.(2001) , “The Generalized Nested Logit Model”, Transportation Research B, 35,627-641.
    McFadden, D.(1974), “Conditional Logit Analysis of Qualitative Choice Behavior”, In Frontiers in Econometrics, P. Zarembka, ed. Academic Press,New York,105-142.
    McFadden, D.(1978), “Modeling the Choice of Residertial Location”,In Spatial Interaction Theory and Residential Location. A. Karlquist et al., eds. North Holland, Amsterdam,75-96.
    Train , K. E.(2003), Discrete Choice Methods with Simulation, Cambridge University Press,UK.
    Vovsha, P.(1997) , “The Cross-Nested Logit Model:Application to Mode Choice in the Tel-Aviv Metropolitan Area”, In Transportation Research Record 1607,TRB,National Research Council,Washington,D.C.,1993, 6-15.,
    Washington,D.C.
    Description: 碩士
    國立政治大學
    統計研究所
    91354001
    92
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0091354001
    Data Type: thesis
    Appears in Collections:[統計學系] 學位論文

    Files in This Item:

    File Description SizeFormat
    35400101.pdf42KbAdobe PDF785View/Open
    35400102.pdf75KbAdobe PDF856View/Open
    35400103.pdf65KbAdobe PDF1551View/Open
    35400104.pdf96KbAdobe PDF892View/Open
    35400105.pdf107KbAdobe PDF1208View/Open
    35400106.pdf304KbAdobe PDF2051View/Open
    35400107.pdf231KbAdobe PDF1608View/Open
    35400108.pdf147KbAdobe PDF1192View/Open
    35400109.pdf288KbAdobe PDF1377View/Open
    35400110.pdf116KbAdobe PDF1213View/Open
    35400111.pdf49KbAdobe PDF957View/Open
    35400112.pdf361KbAdobe PDF1105View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback