基于multinomial logit模型的产品线中消费者选择购买行为研究  

Study on a Product-purchasing of Consumer Behavior from Product Line Based on Multinomial Logical Model

作　　者：张宏[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《安徽农业科学》2006年第20期5135-5137,共3页Journal of Anhui Agricultural Sciences

摘　　要：在multinomial logit模型基础上建立了一个消费者选择模型,模型假设产品线中的每种产品对每个消费者的效用都服从一定的概率分布,消费者总是按照效用最大化来作出购买决策。在考虑消费者的保留价格服从Gumbel分布的情况下,得出消费者购买产品线中某种产品的概率,最后联系实际情况进一步分析了消费者在现实生活中做出购买决策的依据。In the paper a consumer choice model based on multinomial logical model （MNL model）, in which individual had stochastic utility for each product in a product line,was present and the maximized efficiency of the product was made by the consumer for the final purchasing decision. We obtained the purchasing probability which consumer selected a product from a product line based on the consideration of the case in which the consumers＇ reservation prices had a Gumbel distribution. The basis that can be built upon in order to gain a better understanding of the consumer＇s problem of selecting a product from a product line was provided.

关 键 词：产品线 购买决策 保留价格 mulcinomiallogit模型 Gumbel分布 

分 类 号：F713.55[经济管理—市场营销]