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	2015/03
形態種別	学術雑誌
査読	査読あり
標題	"State-Dependent Choice Model for TV Programs with Externality: Analysis of Viewing Behavior", Journal of Media Economics
執筆形態	共著(筆頭者以外)
掲載誌名	Journal of Media Economics
掲載区分	国外
出版社・発行元	Taylor & Francis
巻・号・頁	28(1),pp.20-40
著者・共著者	Keita Kinjo and Takeshi Ebina
概要	This study analyzes TV program content for viewers with respect to the following three properties: primary utility, macro externality, such as the effect of others' past behavior (audience ratings), and state dependence, or the viewer's past actions that determine whether to watch the program. Focusing on the effects of macro externality and state-dependence on viewer behavior, the authors construct a hierarchical Bayesian model and derive an individual utility function. Applying their method to the choice of TV programs in Japan, they estimate the effects of macro externality and state dependence on an individual's viewing behavior, and illustrate the distribution of these effects. The authors find that macro externality has a strong overall effect on the total number of viewers and the state-dependence effect has a slightly positive effect. Moreover, comparing the attributes revealed that male viewers tend to show a lower effect of ratings and higher state dependence than females.