Modeling the Heterogeneous Mental Accounting Impacts of Inter-shopping Duration
Modeling the Heterogeneous Mental Accounting Impacts of Inter-shopping Duration
复制标题
模拟购物持续时间的异质心理账户影响
DOI：
10.1007/978-981-13-3149-7_1
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发表时间：
2018
期刊：
影响因子：
--
通讯作者：
Sato Tadahiko
中科院分区：
文献类型：
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作者：
Miyatsu Kazuhiro;Sato Tadahiko
与传统经济学原理（即具有货币等价物的商品可以被替代）不同，心理会计指出，这些商品对消费者来说，根据其使用目的和购买时的环境，具有不同的标准价值。通过建立一个包含心理状态变化的购物间持续时间模型，我们的研究考察了消费者的心理因素如何影响他或她的购买行为。从行为经济学的角度，对消费者在传统经济学看来是非理性的购买行为进行建模。该模型源自基于阈值的建模框架，该框架以分层贝叶斯方式纳入消费者异质性，并使用马尔可夫链蒙特卡罗方法估计建模参数。利用某零售商的扫描面板数据，实证结果表明，我们的模型优于消费者在购买时心理状态没有变化的模型。
Unlike the principles of traditional economics, namely that goods with monetary equivalency can be substituted, mental accounting states that these goods have different criteria values to consumers depending on the purposes of their use and circumstances at purchase. By modeling an inter-shopping duration that accommodates the mental condition changes captured by a newly formulated latent variable termed “mental loading” herein, our research examines how a consumer’s mental factor affects his or her purchase behavior. From the perspective of behavioral economics, it models consumer purchase behaviors that are seemingly irrational from a traditional economics viewpoint. The model is derived from a threshold-based modeling framework that incorporates consumer heterogeneity in a hierarchical Bayesian manner, and the modeling parameters are estimated by using the Markov Chain Monte Carlo method. By using scanner panel data from a retailer, the empirical results show that our model outperforms those without consumers’ mental condition changes at the time of purchase.