Strategic demand forecasts for the tablet PC market using the Bayesian mixed logit model and market share simulations
- Title
- Strategic demand forecasts for the tablet PC market using the Bayesian mixed logit model and market share simulations
- Author
- 최재영
- Keywords
- tablet PCs; mixed logit; Bayesian estimation; market simulation
- Issue Date
- 2013-11
- Publisher
- Taylor & Francis
- Citation
- BEHAVIOUR & INFORMATION TECHNOLOGY, 권: 32, 호: 11, 페이지: 1177-1190
- Abstract
- Since the release of the Apple iPad and the explosion of consumer demand for tablet PCs, a number of companies are entering into the tablet PC market, creating a situation that is becoming more fiercely competitive, complex, and difficult to predict. Under the singularity of the Korean tablet PC market, into which both the iPad and Galaxy Tab (with an Android operating system) were simultaneously released, this study closely analyses consumer preferences for tablet PCs. It uses the Bayesian mixed logit model, which can reflect consumers' heterogeneous preferences based on data collected from a conjoint method, and using the estimates of the consumer utility function with model verification, it offers forecasts for the tablet PC market under six likely situations.
- URI
- https://www.tandfonline.com/doi/abs/10.1080/0144929X.2011.634435https://repository.hanyang.ac.kr/handle/20.500.11754/73274
- ISSN
- 0144-929X; 1362-3001
- DOI
- 10.1080/0144929X.2011.634435
- Appears in Collections:
- GRADUATE SCHOOL OF TECHNOLOGY & INNOVATION MANAGEMENT[S](기술경영전문대학원) > TECHNOLOGY MANAGEMENT(기술경영학과) > Articles
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