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	2021/12
形態種別	学術雑誌
査読	査読あり
標題	"Applying the peak-end rule to decision-making regarding similar products: A case-based decision approach", Expert Systems
執筆形態	共著(筆頭者以外)
掲載誌名	Expert Systems
掲載区分	国外
出版社・発行元	Wiley
巻・号・頁	38(8),pp.e12763
担当区分	最終著者
著者・共著者	Keita Kinjo and Takeshi Ebina
概要	This study proposes a marketing decision support system (DSS) for firms using case-based and peak-end approaches to model consumers. The proposed DSS is composed of model and estimation methods. We employ a similarity function used in case-based decision theory to examine the degree of similarity between the past and current products offered to a consumer. First, by extension, the proposed model could be utilized to analyse not only the same product but also multiple similar products. The DSS could be applied to a broad range of decision problems. Second, by extending the case-based decision model, our DSS considerably reduces the number of computational operations needed. Third, the model demonstrated the best fit among the compared models and possessed high prediction accuracy when analysing the viewing data for Japanese television dramas. The DSS could increase the future purchase probability of a product.
researchmap用URL	https://researchmap.jp/ebinatakeshi2010