2016 Fiscal Year Final Research Report
Development of a consumption decision model in consideration of a future utility
| Project/Area Number |
26780235
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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 | Hosei University |
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Principal Investigator |
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| Research Collaborator |
TERUI Nobuhiko 東北大学, 経済学部, 教授
NAKANO Satoshi 株式会社インテージ
LEE Sang-gil 株式会社インテージ
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| Project Period (FY) |
2014-04-01 – 2017-03-31
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| Keywords | 消費者行動 / マーケティング・リサーチ |
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| Outline of Final Research Achievements |
In this research, I conducted two studies that modeled consumer’s decision making structure using a direct utility model. The first study applied the direct utility model to consumer purchase history data. By focusing on parameters which represent “satiation”, I proposed a model that consumer’s preferences change when the satiation exceeds a threshold. The second study applied to TV viewing time data. I analyzed viewer’s attitudes toward TV program genres such as news, comedy and so on, and considered the relationships between viewer’s attitudes and attributes.
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| Free Research Field |
マーケティング・リサーチ
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