陳正剛臺灣大學:工業工程學研究所黃士晉Huang, Shih-ChinShih-ChinHuang2010-05-032018-06-292010-05-032018-06-292009U0001-1708200916331400http://ntur.lib.ntu.edu.tw//handle/246246/178505When decision makers are facing a set of choices, study of how the socioeconomic and alternative attributes affect the decisions is referred to as Discrete Choice Analysis (DCA). DCA has been developed for years and has been widely applied to various areas such as transportation planning, marketing, consumer psychology, behavior study, etc. However, conventional DCA studies rarely discuss the interaction effects among socioeconomic and/or alternative attributes on the decision making. In this research, we attempt to take the interaction effects into consideration and propose methodologies to incorporate the interaction effects into the multinomial logit models, one of the most used models in discrete choice analysis, and probe into the reasons how the interaction effects influence decision makers’ choices. We will demonstrate the proposed methodologies through two real cases, where ice cream flavors and traveling transportation, respectively, are to be chosen by consumers. The multinomial logit model with interaction effects is tested using the PHREG procedure of SAS software to show how inclusion of interaction effects leads to a very different interpretations of the choice behaviors.誌謝.................................................................................................................................i文摘要........................................................................................................................ii文摘要.......................................................................................................................iii錄...............................................................................................................................iv目錄...........................................................................................................................vi一章 緒論................................................................................................................1.1研究背景..........................................................................................................1 1.2離散選擇分析方法回顧..................................................................................1.2.1 離散選擇分析發展應用........................................................................2 1.2.2 效用函數................................................................................................4 1.2.3 多元羅吉特模型....................................................................................6 1.2.4 參數估計................................................................................................7.3研究動機與目的..............................................................................................9.4研究架構..........................................................................................................9二章 包含交互作用影響之離散選擇分析..........................................................11.1 包含交互作用影響之多元羅吉特模型.......................................................11.1.1 交互作用影響定義..............................................................................11.1.2 包含交互作用影響之模型…..............................................................13.2 SAS程式下包含交互作用影響之多元羅吉特模型.................................18.2.1 SAS PHREG程序.................................................................................18.2.2 存活分析於SAS應用…......................................................................19.2.3 選擇模式於SAS應用..........................................................................23三章 離散選擇模型應用......................................................................................31.1 冰淇淋選擇實例...........................................................................................32.1.1模型屬性...............................................................................................33.1.2不包含交互作用影響之冰淇淋實例...................................................34.1.3包含交互作用影響之冰淇淋實例.......................................................37.1.4模型比較...............................................................................................41.2 旅遊運輸工具選擇實例...............................................................................44.2.1模型屬性...............................................................................................45.2.2不包含交互作用影響之旅遊運輸工具選擇實例...............................46.2.3包含交互作用影響之旅遊運輸工具實例...........................................49.2.4模型比較...............................................................................................56.3 小結...............................................................................................................60四章 結論與未來研究方向..................................................................................62考文獻......................................................................................................................63application/pdf501316 bytesapplication/pdfen-US離散選擇選擇集合屬性交互作用多元羅吉特模式Discrete ChoiceChoice SetAttributeInteraction EffectsMultinomial Logit Modelthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/178505/1/ntu-98-R96546030-1.pdf