| Project/Area Number |
25780272
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Okinawa International University |
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Principal Investigator |
KINJO Keita 沖縄国際大学, 経済学部, 講師 (20611750)
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| Project Period (FY) |
2013-04-01 – 2015-03-31
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| Project Status |
Completed (Fiscal Year 2014)
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| Budget Amount *help |
¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2014: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2013: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
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| Keywords | 事例ベース意志決定理論 / マーケティング / 消費者行動 / コンジョイント分析 / 外部性 / ウェブ調査 / システム構築 / 事例ベース意志決定の問題の理論研究 / 状態依存 / 調査の実施 / アブダクション / システム開発 |
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| Outline of Final Research Achievements |
When we take a decision regarding a problem, we often refer to previous cases similar to the problem. This is known as case-based decision. This study expands case-based decision theory (CBDT) and demonstrates its application in marketing.In the theoretical research, we found the problem with the decision theory on the basis of the distance, such as CBDT. It was evident that decision makers become confused as the attributes of alternatives and the number of alternatives increase.In the empirical research, we built a new case-based decision model with a past subjective evaluation. Moreover, we use the web survey data to show that this model and the state-dependent model with externality have a better fit than existing models. Second, the similarity between consumers related with happiness was also shown. Finally, we constructed a system that derives the type of similarity used for consumers’ decision.
These results were presented in the conference and published in the journals.
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