Simulating changing consumer preferences: A dynamic conjoint model
Simulating changing consumer preferences: A dynamic conjoint model
复制标题
模拟不断变化的消费者偏好：动态联合模型
DOI：
10.1016/j.jbusres.2007.02.012
复制
发表时间：
2007
影响因子：
11.3
通讯作者：
A. Vág
中科院分区：
文献类型：
--
作者：
A. Vág
一般来说，不同建模哲学的集成是一个成功的企业。本文提出了一个概念，集成了两种方法，联合分析和多智能体仿真。这个概念还采用了社会网络分析，消费者行为建模和口碑营销的一些概念。这些方法是自互补的：例如，联合分析可以作为一个完美的工具，提供多智能体模型的行为数据，而多智能体仿真提供动态的联合分析的静态结果。动态联合建模的思想是基于这样的假设，即人们可以根据个人测量的产品偏好、通信习惯和市场行为属性来预测他/她的购买。动态联合建模涉及通过每个时间步执行的一系列联合分析的模拟。本文概述了一个市场模型来模拟消费者的沟通和销售之间的关联。
In general, the integration of different modeling philosophies is a successful enterprise. This paper presents a concept that integrates two approaches, conjoint analysis and multi-agent simulation. The concept also employs some notions of social network analysis, consumer behavior modeling, and word-of-mouth marketing. These methods are self-complimentary: for example, conjoint analysis may serve as a perfect tool to supply multi-agent models with behavioral data, while multi-agent simulation offers dynamics to the static results of conjoint analysis. The idea of dynamic conjoint modeling is based on the assumption that one can predict an individual's purchases on the basis of his/her measured product preferences, communication habits and market behavior attributes. Dynamic conjoint modeling involves a simulated series of conjoint analyses executed by means of each time-step. This paper outlines a market model to simulate the association between consumers' communication and sales.