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Study on Formation and Change of Consumer Preference

消费者偏好的形成与变化研究

基本信息

批准号：
16530277
负责人：
MIZUNO Makoto
金额：
$ 2.18万
依托单位：
University of Tsukuba
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (C)
财政年份：
2004
资助国家：
日本
起止时间：
2004 至 2006
项目状态：
已结题

项目摘要

This research project has dealt with the formation and change. of consumer preference by both empirical and simulation-based theoretical approaches.First, I focused the internal aspect of preference formation/change, driven by consumers' experiences, and also the external aspect of it, driven by social interaction among consumers. The former study examines the effects of perceptional and linguistic experiences on consumer preference formation via controlled experiments. The latter tackled how the heterogeneity in consumer preference would emerge through consumers' social interaction via agent-based modeling. The paper prepared for the latter study was selected by review and will appear in the post-proceedings of the World Congress of Social Simulation 06. Furthermore, I am working on the effects of information contagion on networks with specific characteristics on the formation of preference.Second, I have developed several quantitative methods to measure the formation/change of consumer preference. One of them is the method to measure multi-stage preferential decision making including a non-compensatory rule and another is to measure the dynamical change of preference consistency at the individual level using a MCMC approach. I had presented these methods in academic meetings. Moreover, I am working on the methods to measure the effects of social interaction on preference formation.Third, I have investigated the effects of marketing policies on the formation/change of preference. Specifically, I applied the Propensity Score method to test the short-term effect of TV advertising on consumer choice. The paper was documented as a discussion paper of our faculty and was submitted to an academic journal. On the other hand, I presented a paper in the journal of information processing, which argued the implications of the Long Tail business model emerging form recent IT movements, represented by Internet, in particular focusing on the change of consumer preference.

本课题研究的主要内容是对这一现象的形成和变化的研究。首先，本文从消费者体验驱动的偏好形成/变化的内在方面和消费者之间的社会互动驱动的偏好形成/变化的外在方面两个方面进行了研究。第一个研究通过控制实验考察了知觉和语言经验对消费者偏好形成的影响。后者通过基于代理的建模解决了消费者偏好的异质性如何通过消费者的社会互动出现。为后一项研究准备的论文是通过审查选定的，将出现在2006年世界社会模拟大会的后续会议记录中。此外，我正在研究具有特定特征的网络上的信息传染对偏好形成的影响。第二，我开发了几种定量方法来衡量消费者偏好的形成/变化。其中一个是测量多阶段偏好决策的方法，包括一个非补偿规则，另一个是测量的动态变化的偏好一致性在个人水平上使用MCMC方法。我在学术会议上介绍了这些方法。此外，还研究了社会互动对偏好形成的影响的测量方法。第三，研究了营销政策对偏好形成/变化的影响。具体来说，我应用倾向分数方法来测试电视广告对消费者选择的短期影响。该论文被记录为我们教师的讨论论文，并提交给学术期刊。另一方面，我在《信息处理》杂志上发表了一篇论文，论述了以互联网为代表的最近IT运动中出现的长尾商业模式的含义，特别关注消费者偏好的变化。

项目成果

期刊论文数量（28）

专著数量（0）

科研奖励数量（0）

会议论文数量（0）

专利数量（0）

Assessing the Short-term Causal Effect of TV Advertising via the Propensity Score Method.

通过倾向评分法评估电视广告的短期因果效应。

DOI：
发表时间：
2006
期刊：
Department of Social Systems and Management Discussion Paper Series No.1162
影响因子：
0
作者：
Mizuno;Makoto;Takahiro Hoshino
通讯作者：
Takahiro Hoshino

ネットワーク特性を考慮した情報伝播プロセスの分析 : 知名と忘却の効果

考虑网络特性的信息传播过程分析：名誉效应和遗忘效应

DOI：
发表时间：
2007
期刊：
人工知能学会研究会資料(SIG-KBS) A604
影响因子：
0
作者：
水野誠;飯塚貴之
通讯作者：
飯塚貴之

Assessing the Short-term Causal Effect of TV Advertising via the Propensity Score Method

通过倾向评分法评估电视广告的短期因果效应

DOI：
发表时间：
2006
期刊：
Department of Social Systems and Management Discussion Paper Series No. 1162
影响因子：
0
作者：
Mizuno;Makoto;Takahiro Hoshino
通讯作者：
Takahiro Hoshino

ロングテールはマーケティングをどう変えるか?

长尾将如何改变营销？