エージェントベースアプローチによる消費材市場における新製品浸透のモデル An agent based model of new product penetration in consumer goods market

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Abstract

マーケティング理論においては,消費者行動の分析は1つの課題である.アサエルは,消費者の行動を4つに類型化している.本論では,そのうち,商品選択の意思決定における関与度の低い2つの類型に着目し,市場に投入されたときの新商品の浸透を分析するモデルを作成した.特に,近年,マーケティングにおいて消費者間の「口コミ」が注目されているが,今回のモデルではこの口コミを想定したエージェント間の相互作用の及ぼす影響に着目し,その新製品浸透に与える影響について分析を行なったので,報告する.

In the marketing literatures there are several theories for describingthe behavior of consumers in their decision. Assael distinguishedfour types of consumers' buying behavior based on the degree of buyerinvolvement and the degree of differences among brands.In this paper, we try to build a modelfor analyzing product penetration based on the consumers' buyingbehavior in low buyer involvement situation. Especially, we willfocus on word-of-mouth (WOM) effect in penetration process of newproduct.In low buyerinvolvement situation, the rules of consumer agents can be describedas a rather simple one. Even though each consumer's rule is simple,the market as a whole can be complex because there is an interactionbetween consumers.

Journal

  • Abstracts of Annual Conference of Japan Society for Management Information

    Abstracts of Annual Conference of Japan Society for Management Information 2005f(0), 34-34, 2005

    THE JAPAN SOCIETY FOR MANAGEMENT INFORMATION (JASMIN)

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