基于巢式Logit模型的网上购物选择行为研究  

Research on Online Shopping Choice Behavior Based on Nested Logit Model

作　　者：蔡敏[1] 商滔[1] 

机构地区：[1]杭州电子科技大学管理学院,浙江杭州310018

出　　处：《杭州电子科技大学学报（自然科学版）》2015年第5期106-110,共5页Journal of Hangzhou Dianzi University：Natural Sciences

基　　金：国家社会科学基金青年资助项目(14CTQ024);教育部人文社会科学研究青年基金资助项目(12YJC630095)

摘　　要：基于Gumbel分布和多项Logit模型,提出建立顾客网上购物选择行为的巢式Logit模型,在SERVQUAL五维量表的基础上,设计了影响顾客购物选择行为的18个相关因素,同时将顾客购买行为分成共性部分和差异部分,采用极大似然法求解模型参数。相比传统模型而言,巢式Logit模型具有更好的解释能力和稳定性,通过实例分析演示了模型的应用方法,为网上店铺优化服务质量提供了具体参考。The nested Logit model of online shopping choice behavior is proposed based on Gumbel distribution and multinomial Logit model,and 18 related factors which affect customer＇s choice behavior are designed on the basis of five dimensional SERVQUAL scale.The shopping behavior is divided into common part and different part,maximum likelihood is used to solve the model parameters.Comparing to the traditional model,nested Logit model has better explanatory power and stability,through case study,the application of this model is demonstrated,which provide specific reference to optimize the quality of service for online stores.

关 键 词：网上购物 选择行为 巢式LOGIT模型 SERVQUAL 

分 类 号：F713.5[经济管理—市场营销]