在线消费者品牌选择的动态忠诚度识别——基于中国某网上商城面板数据实证研究

Identification of Dynamic Loyalty of Online Consumer Brand Choice——Based on the Consumer Panel Data of a Famous E-tailer in China

互联网环境下的消费者动态品牌选择的研究,引起了越来越多学者的关注。通过对消费者以前网上品牌选择对其将来选择的影响的动态性刻画,可以更好地预测消费者品牌选择行为。首先回顾品牌选择忠诚度识别研究的发展进程,然后构建动态品牌选择的离散Logit模型,最后结合指数平滑法和消费者离散选择的多项Logit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分析,有效地识别了在线消费者品牌选择的动态忠诚度。并结合实际消费数据,分析了动态忠诚度对消费者动态品牌选择的影响。

The online brand choice has increasingly caught the attention of researchers. The consumer purchasing behavior can be much better predicted by exploring the connections between consumer purchasing records and identifying brand loyalty. This paper first reviewed previous studies of the identification of brand loyalty. It then constructed a Multinomial Logit model and calculated the brand loyalty by an exponentially smoothed method, before empirically investigating the consumer panel data of a famous e-taller in China. The study shows that the proposed model can effectively capture the brand loyalty and analyze its impact on consumer dynamic brand choice.