An Empirical Investigation of the "Dynamic McFadden" Model of Purchase Timing and Brand Choice: Implications for Market Structure
An Empirical Investigation of the "Dynamic McFadden" Model of Purchase Timing and Brand Choice: Implications for Market Structure
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购买时机和品牌选择的“动态麦克法登”模型的实证研究：对市场结构的影响
DOI：
10.1080/07350015.1998.10524730
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发表时间：
1998
影响因子：
3
通讯作者：
A.Rajendra Prasad
中科院分区：
文献类型：
--
作者：
Pradeep Chintagunta;A.Rajendra Prasad
使用 J. Heckman 和 B. Singer 的“动态 McFadden”模型联合研究了家庭的购买时机和品牌选择决策。品牌购买风险分解为品类购买风险和品类购买条件下的品牌选择概率。前者使用危险函数方法建模，后者使用 Logit 模型。实证分析中考虑了品牌偏好、营销效果和基线危险参数中未观察到的异质性。偏好异质性的分布确定了品牌在多属性感知空间中的位置以及属性重要性权重在家庭中的分布。
Purchase timing and brand-choice decisions of households are jointly investigated using the 'dynamic McFadden' model of J. Heckman and B. Singer. The hazard of brand purchase is decomposed into the category purchase hazard and the probability of brand choice conditional on category purchase. The former is modeled using the hazard-function approach and the latter using a logit model. Unobserved heterogeneity in brand preferences, marketing effects, and baseline hazard parameters is accounted for in the empirical analysis. The distribution of preference heterogeneity identifies the locations of brands in multiattribute perceptual space and the distribution of attribute importance weights across households.