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	2013/06
形態種別	学術雑誌
査読	査読あり
標題	"A Pricing Strategy with Consumption Externality when the Reference Group is Large", Review of Socionetwork Strategies
執筆形態	共著(筆頭者以外)
掲載誌名	Review of Socionetwork Strategies
掲載区分	国外
出版社・発行元	Springer
巻・号・頁	7(1),pp.1-13
著者・共著者	Keita Kinjo and Takeshi Ebina
概要	This paper provides an analysis of firms' optimal prices when individual utility exhibits both material and other consumer effects. We construct a model and conduct an analysis in the following four steps: (1) By using a conjoint analysis of data, we set up a hierarchical Bayesian model and estimate its parameters, which are composed of individual utility functions. (2) We calculate the number of sales in each time period and derive the total sales throughout the given period. (3) We estimate the demand functions in the presence and absence of consumption externalities. (4) Finally, we calculate the profit functions and derive the optimal prices taking into account various product attributes.