消费者购买行为随机模型新进展

Recent developments of consumer behavior stochastic models

详细阐述了近年来建立起来的一些扩展品牌选择模型和购买率模型,包括引入解释变量的负二项式模型和马尔可夫模型、引入差异寻求变量的马尔可夫模型、引入动态消费者偏好和产品属性的品牌选择模型、周期性品牌选择模型、家庭品牌选择模型、引入解释变量的购买率模型、引入消费者差异的购买率模型、品牌选择与购买率的综合模型等,分析了这些模型各自的特点和它们的共性,指出了消费者购买行为随机模型研究的新动向,提出了其中有待于进一步研究的课题.

This paper makes a survey of recent developments in the area of consumer behavior stochastic modeling. We first outline some basic models including category choice, brand choice, and purchasing incidence models. Then, we formulate in detail some newly extended models for brand choice and purchasing rate, including the negative bi-nomial model and the Markovian model introducing explanory variables, the Markovian model introducing variety seeking, brand choice models considering dynamic consumer preferences and product attributes, the cyclical choice model and the household choice model, buying incidence models introducing explanory variables and consumer heterogeneity, and the comprehensive model integrating brand choice with buying incidence. Furthermore, we analyze the particular characteristics and common natures of the above mentioned extended models. After that, we point out the new trends of consumer behavior stochastic models. Finally, we conclude the survey by posing several problems needed to be studied further.