個體選擇模式(discrete choice model)廣泛應用於國外的交通運輸及行銷領域，而國內交通運輸領域，也長期以此模式分析個體的運具選擇行為。反觀國內的行銷領域，因較難取得消費者的商品品牌購買紀錄，而鮮少應用個體選擇模式分析消費者的選擇行為。有鑒於此，本研究嘗試以問卷收集消費者對三個洗髮精品牌的選擇行為，以個體選擇模式中的多項邏輯模式(multinomial logit model)、巢狀邏輯模式(nested multinomial logit model)、混合多項邏輯模式(mixed logit model)進行分析，檢驗問卷設計中的促銷活動、消費者特性對選擇行為的影響性。 實證分析的結果發現，洗髮精的原價格及促銷折扣、贈品容量、加量不加價等促銷活動，皆對消費者的選擇行為有顯著的影響力，其中促銷折扣與贈品容量影響的程度較大，是較具有效果的促銷活動。而消費者的性別、年齡、職業及品牌更換的頻率，皆影響洗髮精的選擇行為。此外，消費者若固定選擇自己最常購買的洗髮精，此類型的消費者與其他人的品牌選擇行為，也有顯著的不同。 此外，根據本研究樣本，我們也發現海倫仙度絲與潘婷間的替代、互補性較強。 / Discrete choice model has been demonstrated to be a useful tool for analyzing consumers’ choice behavior data in the area of transportation and marketing research. However, since a complete data set containing consumers’ history of purchase behavior was rarely available to public, the model was less popular in the marketing research area than in the transportation research in Taiwan. Based on limited survey data on consumers’ choice among three different brands of shampoo, we applied multinomial logit model、nested multinomial logit model、mixed logit model in this study to understand promotion program’s effect on consumers’ choice behavior , the result showed that shampoos’ original price、discount、volume of hair conditioner bestowal、more volume with the same price all had significant impacts on consumers’ choice behavior, among them, discount and volume of hair conditioner bestowel influenced more .In addition, consumers’ gender、age、occupation and frequency of changing brands also affected consumers on choosing brands of shampoos. The study also found that a consumer who chose the same brand regularly behaved notably differently.