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このアイテムの引用には次の識別子を使用してください:
http://hdl.handle.net/10119/3875
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| タイトル: | An agent-based model for analyzing product penetration for consumer goods |
| 著者: | SHIBA, Naoki
Kitanaka, Hideaki
Tanaka, Hirokazu |
| キーワード: | agent-based approach
marketing
consumer behavior
simulation
word-of-mouth interaction |
| 発行日: | Nov-2005 |
| 出版者: | JAIST Press |
| 抄録: | In the marketing literatures there are several theories for describing the behavior of consumers in their decision. Assael distinguished four types of consumers’ buying behavior based on the degree of buyer involvement and the degree of differences among brands, 1)Complex buying behavior, 2)Dissonance-Reducing Buyer Behavior, 3)Habitual Buying Behavior, and 4)Variety-Seeking Buying Behavior. According to Assael, the latter two types of behavior can be seen when the degree of buyer involvement is low. In this paper, we try to build a model for analyzing product penetration based on the consumers’ buying behavior in low buyer involvement situation. Especially, we will focus on word-of-mouth (WOM) effect in penetration process of new product. Based on the computer simulation, the following results are derived. 1) Without WOM interaction, the penetration of new product happens. It’s independent of the ratio of variety-seekers. 2) With WOM, the penetration of new product requires the existence of variety-seeker, however the ratio of variety seeker about 5-10 % are enough to cause stable penetration. 3) Even a little WOM interaction can cause the turbulence of product share transition. In low buyer involvement situation, the rules of consumer agents can be described as a rather simple one. Even though each consumer’s rule is simple, the market as a whole can be complex because there is an interaction between consumers. |
| 記述: | The original publication is available at JAIST Press http://www.jaist.ac.jp/library/jaist-press/index.html
IFSR 2005 : Proceedings of the First World Congress of the International Federation for Systems Research : The New Roles of Systems Sciences For a Knowledge-based Society : Nov. 14-17, 2085, Kobe, Japan
Symposium 2, Session 6 : Creation of Agent-Based Social Systems Sciences Agent-based Applications (1) |
| 言語: | ENG |
| URI: | http://hdl.handle.net/10119/3875 |
| ISBN: | 4-903092-02-X |
| 出現コレクション: | IFSR 2005
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このアイテムのファイル:
| ファイル |
記述 |
サイズ | 形式 |
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| 20118.pdf | | 782Kb | Adobe PDF | 見る/開く |
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