인공신경망을 이용한 소비자 선택 예측에 관한 연구 = A study on forecasting of consumers' choice using artificial neural network

다국어 초록 (Multilingual Abstract)

Artificial neural network(ANN) models have been widely used for the classification problems in business such as bankruptcy prediction, credit evaluation, etc. Although the application of ANN to classification of consumers' choice behavior is a promising research area, there have been only a few researches. In general, most of the researches have reported that the classification performance of the ANN models were better than conventional statistical model.
Because the survey data on consumer behavior may include much noise and missing data. Ann model will be more robust than conventional statistical models which need various assumptions. The purpose of this paper is to study the potential of the ANN model for forecasting consumers' choice behavior based on survey data. The data was collected by questionnaires to the shoppers of department stores and discount stores. Then the correct classification rates of the ANN models for the training and test sample with that of multiple discriminant analysis(MDA) and logistic regression(Logit) model.