購買意欲の変化を考慮したデジタルサイネージによる販売促進戦略に関する一考察

カテゴリ: 論文誌(論文単位)

グループ名: 【C】電子・情報・システム部門

発行日: 2023/08/01

タイトル(英語): A Note on Sales Promotion Strategy Using Digital Signage Considering Changes in Purchasing Intentions

著者名: 前田　康成（北見工業大学地域未来デザイン工学科）

著者名(英語): Yasunari Maeda (School of Regional Innovation and Social Design Engineering, Kitami Institute of Technology)

キーワード: デジタルサイネージ，販売促進戦略，購買意欲，センサー，統計的決定理論　　digital signage，sales promotion strategy，purchasing intention，sensor，statistical decision theory

要約(英語): There is a lot of previous research on sales promotion strategy using digital signage. Maximization of expected sales is one of important topics on sales promotion strategy using digital signage. But in the previous research, maximization of expected sales considering changes in purchasing intentions has not been studied. In this research, a new sales promotion strategy which maximizes the expected sales based on statistical decision theory is proposed. In the proposed method, the expected sales is maximized considering changes in purchasing intentions with respect to a Bayes criterion. The effectiveness of the proposed method is shown by some computational examples. The expected sales of the proposed method is greater than that of a comparison target. In this research, the expected sales is maximized under the condition that all probabilities are known. But the probabilities are unknown in real cases. An expansion of this research with unknown probabilities is one of further works.

本誌: 電気学会論文誌C（電子・情報・システム部門誌） Vol.143 No.8 （2023） 特集Ⅰ：Smart City を支える高度な情報通信，センシング及び医療技術　特集Ⅱ：情報処理技術の適用による有用情報の獲得と応用

本誌掲載ページ: 842-847 p

原稿種別: 論文／日本語

電子版へのリンク: https://www.jstage.jst.go.jp/article/ieejeiss/143/8/143_842/_article/-char/ja/