Consumer Choice Prediction: Artificial Neural Networks versus Logistic Models

Abstract

Conventional econometric models, such as discriminant analysis and logistic regression have been used to predict consumer choice. However, in recent years, there has been a growing interest in applying artificial neural networks (ANN) to analyse consumer behaviour and to model the consumer decision-making process. The purpose of this paper is to empirically compare the predictive power of the probability neural network (PNN), a special class of neural networks and a MLFN with a logistic model on consumers' choices between electronic banking and non-electronic banking. Data for this analysis was obtained through a mail survey sent to 1,960 New Zealand households. The questionnaire gathered information on the factors consumers' use to decide between electronic banking versus non-electronic banking. The factors include service quality dimensions, perceived risk factors, user input factors, price factors, service product characteristics and individual factors. In addition, demographic var