摘要
为描述在线渠道消费者状态依赖效应,构建了品牌选择的随机效用模型,并应用该模型对中国某网上商城的消费者实际消费行为的面板数据进行了实证分析.结果表明,在线消费者品牌选择存在显著的状态依赖效应,它是品牌忠诚和包装忠诚共同作用的结果.揭示网上商城应尽可能发挥在线渠道的灵活性,采用各种机会促使消费者接触产品,激发重复购买.
This paper built a random utility brand choice model to describe the state dependence of online consumers.Then the model was applied to analyze actual online consumer panel data.The results show that online consumers have very strong state dependence effect.This state dependence can be taken as brand loyalty and size loyalty.So online e-tailer should exert as much as possible the flexibility of online channels,using a variety of opportunities for consumers to access products,attracting consumers to make repeat purchase.
出处
《上海交通大学学报》
EI
CAS
CSCD
北大核心
2010年第3期302-305,共4页
Journal of Shanghai Jiaotong University
基金
国家自然科学基金重点资助项目(70832004)
国家自然科学基金资助项目(70672076)
