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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.
In order to describe the state dependence effect of online channel consumers, a stochastic utility model of brand choice is constructed and applied to the panel data of consumer actual consumption behavior in an online mall in China. The results show that online consumer brand choice There is a significant state-dependent effect as a result of a combination of brand loyalty and packaging loyalty, revealing that online shopping mall should maximize the flexibility of online channels and take every opportunity to motivate consumers to engage with products and stimulate repeat purchases.