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An Empirical Analysis for a Case-based Decision to Watch Japanese TV dramas

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  • Keita Kinjo

    (Department of Economics, Okinawa International Univeristy)

  • Shinya Sugawara

    (Faculty of Economics, The University of Tokyo)

Abstract

This article empirically analyzes consumer behavior of watching TV dramas via case-based decision theory. This theory models consumer decision under uncertainty in product quality, based on subjective evaluations of previous purchases for similar goods. Our empirical analysis is concerned with getsuku , the Japanese TV dramas broadcasted at 9pm Monday by the Fuji Television Network, whose quality necessarily has uncertainty because no program is completely equivalent to any other. Owing to the regularity of the schedule and the long-sustained popularity of the program that enables us to be able to collect consumer data easily, we conduct a web survey of individual audiences on subjective evaluations of previously watched dramas. Our empirical analysis demonstrates better performance by the case-based models regarding both statistical model selection and one-step-ahead prediction than traditional utility-based models. We also reveal that the good performance of the case-based model in our analysis depends on the availability of individual subjective evaluations and that it is difficult to replace the individual-specific information by demographic information and aggregate data.

Suggested Citation

  • Keita Kinjo & Shinya Sugawara, 2014. "An Empirical Analysis for a Case-based Decision to Watch Japanese TV dramas," CIRJE F-Series CIRJE-F-940, CIRJE, Faculty of Economics, University of Tokyo.
  • Handle: RePEc:tky:fseres:2014cf940
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    File URL: http://www.cirje.e.u-tokyo.ac.jp/research/dp/2014/2014cf940.pdf
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    References listed on IDEAS

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    1. Keita Kinjo & Takeshi Ebina, 2015. "State-Dependent Choice Model for TV Programs with Externality: Analysis of Viewing Behavior," Journal of Media Economics, Taylor & Francis Journals, vol. 28(1), pages 20-40, March.
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    3. Gayer Gabrielle & Gilboa Itzhak & Lieberman Offer, 2007. "Rule-Based and Case-Based Reasoning in Housing Prices," The B.E. Journal of Theoretical Economics, De Gruyter, vol. 7(1), pages 1-37, April.
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    6. Jelke Bethlehem, 2010. "Selection Bias in Web Surveys," International Statistical Review, International Statistical Institute, vol. 78(2), pages 161-188, August.
    7. Itzhak Gilboa & Offer Lieberman & David Schmeidler, 2006. "Empirical Similarity," The Review of Economics and Statistics, MIT Press, vol. 88(3), pages 433-444, August.
    8. Paulo Brito & Carlos Barros, 2005. "Learning-by-Consuming and the Dynamics of the Demand and Prices of Cultural Goods," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 29(2), pages 83-106, May.
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