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Title

Hybrid Choice Models : Estimation Using Canned SEM Software

Authors
Temme, Dirk
Dannewald, Till
Walker, Joan
Published in European Marketing Academy. Flexible marketing in an unpredictable world : proceedings of the 36th EMAC conference. Reykjavik (Iceland) - 22-25 May 2007 - Reykjavik: Reykjavik University. 2007, p. 11 p.
Abstract Hybrid choice models represent a new class of models which merge classical choice models with the structural e quation approach (SEM) for latent variables. Even though hybrid choice models allow for a more realistic explanation of choice behavior by incorporating latent constructs such as attitudes and values, applications in marketing are scarce. The present study on travel mode choice clearly underlines the value of hybrid choice models to enhance our understanding of choice processes. In addition to the usually studied directly observable variables such as travel time and cost, abstract motivations such as power as well as latent choice criteria such as flexibility strongly impact on travel mode choice. Moreover, we can show that it is possible to estimate hybrid choice models with the widely available structural equation modelling package Mplus.
Keywords Hybrid choice modelsLatent variablesLogit modelStructural equation modeling
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ISBN: 9979948353
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PAULSSEN, Marcel et al. Hybrid Choice Models : Estimation Using Canned SEM Software. In: European Marketing Academy (Ed.). Flexible marketing in an unpredictable world : proceedings of the 36th EMAC conference. Reykjavik (Iceland). Reykjavik : Reykjavik University, 2007. p. 11 p. https://archive-ouverte.unige.ch/unige:77057

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Deposited on : 2015-11-09

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