动态消费者选择模型及贴现因子的确定

Determining of consumer choice models and discount factor

在分析零售企业与消费者之间的交易特点及消费者行为特征的基础上,提出了动态消费者选择模型,通过比较常用的固定贴现因子法和参数评估法,提出用异质偏好函数法来确定动态消费者选择模型的贴现因子,并将该方法用于一个超市的数据库中,验证了异质偏好函数法确定贴现因子比前两种方法的优越性,还讨论了三种方法的使用原则.同时,提出了在考虑客户偏好异质性时,对消费者选择建模时所应考虑的主要变量.

Based on the analysis of the characteristics of dealing between the firm and consumers as well as consumers' behaviors, a dynamic consumer choice model has been presented. Through the comparing of two methods determining discount factor in the models which take it as a constant or a parameter methods, the method of taking the discount factor as the function of consumers' heterogeneity is also presented. Results show that the functional method is better than the other two methods in applicability about the model by simulating with an actual database of a supermarket and discusses the difference principle of the three methods. Besides, the main variables have been given out under the condition of taking account of the consumers' heterogeneity when developing the consumer choice models.