實證研究：以BLP方法探討多重版本策略 對消費者購買決策之影響

Empirical Study: The Effect of Multi-Edition Product Strategy on Consumer Decision-Making in Purchasing

黃計唯(Ji-Wei Huang)

指導教授 ： 黃景沂

國立臺灣大學/社會科學院/經濟學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201601462

摘要

本文運用BLP(1995)架構，以臺灣新車市場為例，探討多重版本策略是否能吸引消費者目光，提振消費者對該車款之偏好。在三種價格區間設定方法下之結果均相同，若廠商有對某車款採用多重版本策略，將能提高消費者購買意願。若以百分比設定衡量其提振之願付價額度，多重版本策略可使消費者願意額外付出15.46至37.11萬元不等的價格。

關鍵字

BLP演算法 ； 多重版本策略 ； 臺灣汽車市場

並列摘要

This paper aims to discuss the effect of multi-edition product strategy on consumer decision-making in purchasing by BLP framework. The empirical study is based on the algorithm in BLP(1995) with Taiwan automobile market data. The factor “price interval” (the price range due to different editions of a vehicle) is a representative variable of “multi edition”. All the three ways of the “price interval” factor setting come up the same result: the multi-edition strategy is useful, and the “multi-edition product effect” is significantly positive. In the percentile price dummy setting model, for example, the multi-edition product strategy could increase consumers’ reservation price by 0.1546 – 0.3711 million NT dollars.

並列關鍵字

BLP algorithm ； Multi-edition product strategy ； Taiwan automobile market

參考文獻

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