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Intra-household effects on demand for telephone service: Empirical evidence

机译：家庭内部对电话服务需求的影响：经验证据

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摘要

Knowing the determinants of consumption decisions is important for targeted marketing. This paper proposes a method to study household adoption of network goods. I empirically investigate the factors which affect the interactions among household members in the choice of telephone service using a game-theoretical model. The proposed semiparametric maximum likelihood estimator accounts for potential multiple Nash equilibria. I apply the method to study the subscription decisions for cellular phone service in Taiwan. On average, a consumer's probability of subscribing to cellular service rises 13 percentage points when the other household member chooses to subscribe, suggesting the existence of intra-household network effects. Moreover, the intra-household effect is heterogeneous among households. It increases in household income, but decreases in the number of children and the age difference within a household. Firms can substantially increase the effectiveness of a marketing strategy by targeting on the observed consumer characteristics.
机译：了解消费决策的决定因素对于有针对性的营销非常重要。本文提出了一种研究家庭对网络商品采用的方法。我使用博弈论模型研究了在选择电话服务时影响家庭成员之间互动的因素。拟议的半参数最大似然估计器考虑了潜在的多个纳什均衡。我应用该方法研究台湾手机服务的订阅决策。平均而言，当另一个家庭成员选择订阅时，消费者订阅蜂窝服务的可能性增加了13个百分点，这表明存在家庭内部网络效应。此外，家庭内部效应在家庭之间是异质的。它增加了家庭收入，但减少了孩子的数量和家庭中的年龄差异。通过针对观察到的消费者特征，企业可以大大提高营销策略的有效性。

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