Abstract
In this paper, we study how to capture social influence on customer choice based on rich consumer data. The created choice model helps achieve a better understanding of consumer preferences in product design. Social influence attributes are employed to quantify the social impact a customer receives from interactions with other individuals in product selection. Data analysis technique is first adopted to identify critical social profile attributes based on a large amount of consumer information. To quantify social influence at the individual level, the paper presents a data-driven approach that integrates social network simulation based on consumers' social profile attributes in product choice modeling. Later the network is simulated to estimate the social influence on individual consumer's choice behavior. This paper provides new understanding of how consumers are socially influenced. A Hybrid Electric Vehicle case study is implemented to demonstrate the proposed methodology using National Household Travel Survey data. Choice modeling prediction results and consumers green attitude towards hybrid electric vehicle are examined over multiple years.
Original language | English (US) |
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Title of host publication | Proceedings of the 19th International Conference on Engineering Design |
Subtitle of host publication | Design for Harmonies, ICED 2013 |
Pages | 165-176 |
Number of pages | 12 |
Volume | 9 DS75-09 |
State | Published - 2013 |
Event | 19th International Conference on Engineering Design, ICED 2013 - Seoul, Korea, Republic of Duration: Aug 19 2013 → Aug 22 2013 |
Other
Other | 19th International Conference on Engineering Design, ICED 2013 |
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Country/Territory | Korea, Republic of |
City | Seoul |
Period | 8/19/13 → 8/22/13 |
Funding
Keywords
- Consumer choice modeling
- Design methods
- Human behaviour in design
- Social network simulation
- User centred design
ASJC Scopus subject areas
- Engineering (miscellaneous)
- Industrial and Manufacturing Engineering
- Modeling and Simulation