教師資料查詢 | 類別: 期刊論文 | 教師: 曹修源 Tsao, Hsiu-yuan (瀏覽個人網頁)

標題:Relative Influence of Purchase Feedback and Nonfeedback Effects on Market Share Relative Influence of Purchase Feedback and Nonfeedback Effects on Market Share ─ Based on the First Order Markov Brand Switching Model Based on the First Order Markov Brand Switching Model
學年99
學期2
出版(發表)日期2011/07/01
作品名稱Relative Influence of Purchase Feedback and Nonfeedback Effects on Market Share Relative Influence of Purchase Feedback and Nonfeedback Effects on Market Share ─ Based on the First Order Markov Brand Switching Model Based on the First Order Markov Brand Switching Model
作品名稱(其他語言)
著者Tsao, Hsiu-yuan; Lin, Pei-chun
單位淡江大學企業管理學系
出版者New Delhi: Taru Publications
著錄名稱、卷期、頁數Journal of Information and Optimization Sciences 32(4), pp.799-810
摘要This study applies the first order Markov process to examine the relative impact of the purchase feedback and nonfeedback effects on market share. Based on the first order Markov brand switching model, this study applies the least square method to estimate the nonfeedback effect based on historical consumer panel data for market share and loyalty. Applying this approach to data from the consumer panel in the three product categories of adult milk powder, shampoo, and detergent provided by TNS Global Taiwan in 2003, reveals that the influence of the nonfeedback effect on market share exceeds that of the purchase feedback. Restated, for adult milk powder, shampoo, and detergent, consumer brand choice is easily affected by promotional activities such as advertising or price. The impact of the purchase feedback owing to purchase experience of a particular brand (satisfaction and then loyalty) is less than that of the nonfeedback effect.
關鍵字
語言英文(美國)
ISSN0252-2667;2169-0103
期刊性質國外
收錄於EI;
產學合作
通訊作者
審稿制度
國別印度
公開徵稿
出版型式,電子版
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