期刊論文
| 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 | en_US |
| ISSN | 0252-2667 2169-0103 |
| 期刊性質 | 國外 |
| 收錄於 | EI |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | 否 |
| 國別 | IND |
| 公開徵稿 | |
| 出版型式 | ,電子版 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/54820 ) |