著者

石橋 敬介 伴 正隆 尾崎 幸謙

出版者

日本行動計量学会

雑誌

行動計量学 (ISSN:03855481)

巻号頁・発行日

vol.47, no.2, pp.89-97, 2020 (Released:2021-04-21)

参考文献数

23

被引用文献数

2

---

We propose a model that consider the stage of purchase decision making by dividing it into deciding whether to purchase and deciding how many products to purchase. For this purpose, we used a hurdle model that combines a binomial logit model and a Poisson regression model. The hurdle model is suitable for analyzing zero-inflated data. In our analysis, we incorporated marketing variables in each model and compared which stage the marketing variables affect more. We compare several models using WAIC and show that the proposed model is superior. Results from the proposed model can be used for sales promotion activities targeted at individual consumers.