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    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
    Keywords: 個體選擇模式
    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。
    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。
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0091354001
    Data Type: thesis
    Appears in Collections:[統計學系] 學位論文

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