顾客行为的离散选择模型及实证研究

Discrete Choice Model of Customer Behavior and Empirical Study

离散选择模型是顾客行为研究的重要理论基础。相对经典的MNL和NL等模型,由于新提出的MDM和MMM模型,应用限制条件较弱,适用性较强,可以广泛应用到个人的行为研究中,本文就MDM和MMM的有效性展开研究。首先讨论了4种模型及它们之间的特征与联系,然后通过实证研究和多元非线性回归,分析不同模型下顾客购买行为的影响因素。理论分析和结果表明,随着顾客需求的多样化和个性化,MDM和MMM模型更贴合于实际,结果优于MNL和NL模型,并有广阔的应用前景。本文的研究将为企业的产品优化、营销方案设计提供理论基础和决策支持。

Discrete choice model is an important theoretical basis for the study of customer behavior. Compared with the classical MNL and NL models, due to the new MDM and MMM model, the use of limited conditions is weak, the appli- cability is strong, they can be widely applied to the personal behavior research, this paper studies the effectiveness of MDM and MMM. Firstly, 4 models and their characteristics are discussed, then the influence factors of customer pur- chase behavior in different models are analyzed by empirical research and multiple nonlinear regression. Theoretical analysis and results show that, with the diversification and personalization of customer demand, MDM and MMM model are more suitable for the actual results, the results are better than MNL and NL model, and they has broad application pros- pects. The research of this paper will provide the theoretical basis and decision support for the enterprise＇s product optimi- zation and marketing scheme design.