https://scholars.lib.ntu.edu.tw/handle/123456789/426491
標題: | Intra-household effects on demand for telephone service: Empirical evidence | 作者: | Huang, Ching I. | 關鍵字: | Consumption externality | Demand estimation | Mobile phone service | Multiple Nash equilibria | Network effect | Targeted marketing | 公開日期: | 1-六月-2013 | 出版社: | SPRINGER | 卷: | 11 | 期: | 2 | 起(迄)頁: | 231 | 來源出版物: | Quantitative Marketing and Economics | 摘要: | Knowing the determinants of consumption decisions is important for targeted marketing. This paper proposes a method to study household adoption of network goods. I empirically investigate the factors which affect the interactions among household members in the choice of telephone service using a game-theoretical model. The proposed semiparametric maximum likelihood estimator accounts for potential multiple Nash equilibria. I apply the method to study the subscription decisions for cellular phone service in Taiwan. On average, a consumer's probability of subscribing to cellular service rises 13 percentage points when the other household member chooses to subscribe, suggesting the existence of intra-household network effects. Moreover, the intra-household effect is heterogeneous among households. It increases in household income, but decreases in the number of children and the age difference within a household. Firms can substantially increase the effectiveness of a marketing strategy by targeting on the observed consumer characteristics. © 2012 Springer Science+Business Media New York. |
URI: | https://scholars.lib.ntu.edu.tw/handle/123456789/426491 | ISSN: | 15707156 | DOI: | 10.1007/s11129-012-9130-y https://api.elsevier.com/content/abstract/scopus_id/84882898374 |
顯示於: | 經濟學系 |
在 IR 系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。