지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The theory of random utility maximization (RUM) defines the probability of an alternative being chosen as the probability of its utility being perceived as higher than those of all the other competing alternatives in the choice set (Marschak 1960). According to this theory, consumers perceive the utility of an alternative not as a constant but as a probability distribution. Over the last two decades, there have been an increasing number of studies on the effect of utility variance on choice probability. The common result of the previous studies is that as the utility variance increases, the effect of the mean value of the utility (the deterministic component of the utility) on choice probability is reduced. This study provides a theoretical investigation on the effect of utility variance on choice probability without any assumptions on the specific forms of probability distributions. This study suggests that without assumptions of the probability distribution functions, firms cannot apply the marketing strategy of maximizing choice probability (or market share), but can only adopt the strategy of maximizing the minimum or maximum value of the expected choice probability. This study applies the Chebyshef inequality and shows how the changes in utility variances affect the maximum of minimum of choice probabilities and provides managerial implications.
목차
Abstract
1. 도입
2. 확률적 효용극대화 이론과 효용의 분산/공분산
3. 확률적 효용의 오차항의 분산/공분산이 선택 확률에 미치는 영향
4. 결론
참고문헌
참고문헌 (28)
참고문헌 신청
1. [학술지(정기간행물)] - Allenby, G.M / 1995 / The Effects of In-store Displays and Feature Advertising on Consideration Sets / International Journal of Research in Marketing 12 : 67 ~ 80
2. [학술지(정기간행물)] - Arrow, K.J. / 1951 / Alternative Approaches to the Theory of Choice in Risk-Taking Situations / Econometrica 19 (4) : 404 ~ 437
3. [학술지(정기간행물)] - Bhat, C.R. / 1995 / A Heteroscedastic Extreme Value Model of Intercity Travel Mode Choice / Transportation Research 29 (6) : 471 ~ 483
4. [단행본] - Ben-Akiva, M / 1985 / Discrete Choice Analysis：Theory and Application to Travel Demand / The MIT Press
5. [학술지(정기간행물)] - Currim, I.S. / 1982 / Predictive Testing of Consumer Choice Models Not Subject to Independent of Irrelevant Alternatives / Journal of Marketing Research 19 (2) : 208 ~ 222
2. [학술지(정기간행물)] - Arrow, K.J. / 1951 / Alternative Approaches to the Theory of Choice in Risk-Taking Situations / Econometrica 19 (4) : 404 ~ 437
3. [학술지(정기간행물)] - Bhat, C.R. / 1995 / A Heteroscedastic Extreme Value Model of Intercity Travel Mode Choice / Transportation Research 29 (6) : 471 ~ 483
4. [단행본] - Ben-Akiva, M / 1985 / Discrete Choice Analysis：Theory and Application to Travel Demand / The MIT Press
5. [학술지(정기간행물)] - Currim, I.S. / 1982 / Predictive Testing of Consumer Choice Models Not Subject to Independent of Irrelevant Alternatives / Journal of Marketing Research 19 (2) : 208 ~ 222
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UCI(KEPA) : I410-ECN-0101-2012-325-004234474