Forecasting technological impacts on customers' co-consideration behaviors: A data-driven network analysis approach

Mingxian Wang, Zhenghui Sha, Yun Huang, Noshir Contractor, Yan Fu, Wei Chen*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

19 Scopus citations

Abstract

Forecasting customers' responses and market competitions is essential before launching major technological changes in product design. In this research, we present a data-driven network analysis approach to understand the interactions among technologies, products, and customers. Such an approach provides a quantitative assessment of the impact of technological changes on customers' co-consideration behaviors. The multiple regression quadratic assignment procedure (MRQAP) is employed to quantitatively predict product co-consideration relations as a function of various effect networks created by associations of product attributes and customer demographics. The uniqueness of the proposed approach is its capability of predicting complex relationships of product co-consideration as a network. Using vehicles as a case study, we forecast the impacts of two technological changes - adopting the fuel economy-boosting technology and the turbo engine technology by individual auto companies. The case study provides vehicle designers with insights into the change of market competitions brought by new technological developments. Our proposed approach links the market complexity to technology features and subsequently product design attributes to guide engineering design decisions in the complex customer-product systems.

Original languageEnglish (US)
Title of host publication42nd Design Automation Conference
PublisherAmerican Society of Mechanical Engineers (ASME)
ISBN (Electronic)9780791850107
DOIs
StatePublished - 2016
EventASME 2016 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE 2016 - Charlotte, United States
Duration: Aug 21 2016Aug 24 2016

Publication series

NameProceedings of the ASME Design Engineering Technical Conference
Volume2A-2016

Other

OtherASME 2016 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE 2016
Country/TerritoryUnited States
CityCharlotte
Period8/21/168/24/16

ASJC Scopus subject areas

  • Mechanical Engineering
  • Computer Graphics and Computer-Aided Design
  • Computer Science Applications
  • Modeling and Simulation

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