エビナ　タケシ   EBINA TAKESHI   海老名　剛    所属   明治大学  商学部    職種   専任教授
言語種別	英語
発行・発表の年月	2012/09
形態種別	国際会議議事録
査読	査読あり
標題	"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
執筆形態	共著(筆頭者以外)
掲載誌名	Frontiers in Artificial Intelligence and Applications
掲載区分	国外
出版社・発行元	IOS Press
巻・号・頁	243,pp.2090-2098
著者・共著者	Keita Kinjo and Takeshi Ebina
概要	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.
researchmap用URL	https://researchmap.jp/ebinatakeshi2010/