EBINA TAKESHI    Department   Undergraduate School  , School of Commerce    Position   Professor
Language	English
Publication Date	2012/09
Type	International Conference
Peer Review	Peer reviewed
Title	"Estimation of the Demand Function and Calculation of Optimal Prices Taking Externalities into Consideration: An Analysis of Book Market in Japan", Frontiers in Artificial Intelligence and Applications
Contribution Type	Co-authored (other than first author)
Journal	Frontiers in Artificial Intelligence and Applications
Journal Type	Another Country
Publisher	IOS Press
Volume, Issue, Page	243,pp.2090-2098
Author and coauthor	Keita Kinjo and Takeshi Ebina
Details	The purpose of this study is to investigate the effects of consumption externalities with macro reference groups on firms' optimal prices and profits. Our analysis consists of the following three steps: First, using a conjoint analysis data, we construct a hierarchical Bayesian model and derive an individual utility function. Second, we estimate the demand functions when the externalities are present or not. Last, we calculate the profit functions and derive the optimal prices with and without externalities. Applying our method to the book market of Japan, it is found that the optimal price is lower when externality is present than when absent. This is why pricing low and selling a large number of books from an early stage increase the externality effect, yielding the higher profit.
URL for researchmap	https://researchmap.jp/ebinatakeshi2010/