The Study on Social Interaction among Consumers and Dynamic Change of Preferences

提出了一种利用实际购买历史数据来推断消费者之间潜在影响关系的方法，并验证了该方法的信度和效度。此外，通过所谓的“基于代理的建模”进行了几项模拟研究，以分析消费者之间的各种互动所产生的结果。其中，将新的产品扩散模型应用于实际数据，探索有效的口碑营销策略。

A proposed method is to infer the hidden influential relationships between consumers using actual purchase history data, of which reliability and validity were confirmed. In addition, several simulation studies were conducted via so-called "agent-based modeling" to analyze the outcomes derived from a variety of interactions among consumers. Among them, the new product diffusion model was applied to actual data to explore the effective word-of-mouth marketing strategies.