Smartphone Preferences and Brand Loyalty: A Discrete Choice Model Reflecting the Reference Point and Peer Effect

Jongha Kim, 이종수 (2020)

스마트폰 brand loyalty 를 reference-dependent-choice-model + peer effect 결합으로 모델링. Reference-Dependent Preferences on Smart Phones in South Korea: Focusing on Attributes with Heterogeneous Preference Direction 의 직접 발전 — peer effect 추가.

• 방법론: reference-dependent-choice-model + peer effect 통합 DCM
• 주요 발견: Reference point + peer effect 가 brand loyalty 의 핵심 driver.

요약

이종수 의 3기 의 reference-dependent DCM 라인의 ICT 적용 심화.

See also

• 이종수
• reference-dependent-choice-model
• 브랜드 충성도
• Reference-Dependent Preferences on Smart Phones in South Korea: Focusing on Attributes with Heterogeneous Preference Direction