Investigating Purchase Timing Behavior in Two Related Product Categories
Investigating Purchase Timing Behavior in Two Related Product Categories
复制标题
DOI：
10.1177/002224379803500106
复制
发表时间：
1998-02
影响因子：
6.1
通讯作者：
Pradeep Chintagunta;Sudeep Haldar
中科院分区：
文献类型：
--
作者：
Pradeep Chintagunta;Sudeep Haldar
作者的目标是调查家庭在两个产品类别的购买时机行为，其中家庭在给定时间点购买一类产品的决定会影响另一类产品的购买。两个类别之间的购买时间的相互依赖建模使用双变量风险函数的方法，占未观察到的异质性。作者提供了五个耐用品和非耐用品产品类别对的实证结果-意大利面和酱料，液体和粉末洗涤剂，洗衣机和烘干机，汤和酸奶，房间空调和洗碗机。后两个类别包含在分析中，以确保模型能够区分一起购买的类别引起的真实依赖性和虚假依赖性。作者发现，从双变量风险模型中获得的跨类别相关参数估计值与每个产品类别的先验预期一致。与单变量风险模型的文献一样，作者发现双变量风险函数在性质上是非单调的。使用所提出的模型，在一个类别中的价格降低的影响，在这两个类别的购买概率进行检查，使用面食/酱料产品对。考虑到这两类产品的购买存在正相关关系，作者发现，其中一类产品的降价会增加意大利面和意大利酱料的购买概率。
The authors’ objective is to investigate the purchase timing behavior of households in two product categories for which the decision of a household to make a purchase in one category at a given point in time influences purchase in the other category. Interdependence in purchase timing between the two categories is modeled using a bivariate hazard function approach that accounts for unobserved heterogeneity. The authors provide empirical results from five durable and nondurable goods product category pairs—pasta and pasta sauce, liquid and powder detergents, clothes washers and dryers, soup and yogurt, and room air conditioners and dishwashers. The latter two categories are included in the analysis to ensure that the model can distinguish between true and spurious dependence caused by categories being purchased together. The authors find that the estimated cross-category correlation parameter obtained from the bivariate hazard model is consistent with prior expectations in each of the product categories. As in the literature on univariate hazard models, the authors find the bivariate hazard functions to be nonmonotonic in nature. Using the proposed model, the impact of price reductions in one category on the purchase probabilities in both categories is examined using the pasta/pasta sauce product pair. Given the positive relationship in the purchasing in these two categories, the authors find that a price cut in one category increases the purchase probabilities of both pasta and pasta sauce.