COMPARING ALTERNATIVE MODELS OF HETEROGENEITY IN CONSUMER CHOICE BEHAVIOR
COMPARING ALTERNATIVE MODELS OF HETEROGENEITY IN CONSUMER CHOICE BEHAVIOR
复制标题
比较消费者选择行为异质性的替代模型
DOI：
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发表时间：
2012
期刊：
影响因子：
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通讯作者：
Nada Wasi
中科院分区：
文献类型：
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作者：
M. Keane;Nada Wasi
总结
在对差异化产品的需求建模时，充分捕捉消费者口味的异质性至关重要，但没有明确的首选方法。在这里，我们比较了六种替代模型的性能。目前，最流行的是混合logit（MIXL），特别是具有正常混合的版本（N-MIXL）和潜在类（LC），它假设离散的消费者类型。最近，已经开发了几种替代模型。“广义多项logit”（G-MNL）通过允许logit尺度系数的异质性来扩展N-MIXL。尺度异质性logit（S-MNL）是G-MNL仅具有尺度异质性的特例。“混合-混合”logit（MM-MNL）假设为离散正态混合异质性分布。最后，可以通过对垂直属性施加理论符号约束来修改N-MIXL。我们称之为“T-MIX”。我们发现，这些模型中没有一个占主导地位，但G-MNL，MM-MNL和T-MIXL通常优于流行的N-MIXL和LC模型。版权所有© 2012约翰威利父子有限公司.
SUMMARY
When modeling demand for differentiated products, it is vital to adequately capture consumer taste heterogeneity, But there is no clearly preferred approach. Here, we compare the performance of six alternative models. Currently, the most popular are mixed logit (MIXL), particularly the version with normal mixing (N-MIXL), and latent class (LC), which assumes discrete consumer types. Recently, several alternative models have been developed. The 'generalized multinomial logit' (G-MNL) extends N-MIXL by allowing for heterogeneity in the logit scale coefficient. Scale heterogeneity logit (S-MNL) is a special case of G-MNL with scale heterogeneity only. The 'mixed-mixed' logit (MM-MNL) assumes a discrete mixture-of-normals heterogeneity distribution. Finally, one can modify N-MIXL by imposing theoretical sign constraints on vertical attributes. We call this 'T-MIXL'. We find that none of these models dominates the others, but G-MNL, MM-MNL and T-MIXL typically outperform the popular N-MIXL and LC models. Copyright © 2012 John Wiley & Sons, Ltd.