品牌和单品忠诚对在线消费者选择行为的影响研究

不同消费者对于不同品牌特性有不同的偏好和忠诚度,如果不考虑不同类型的偏好,不在消费者品牌选择模型中引入消费者的品牌忠诚或单品忠诚行为,将不能很好地刻画消费者购买行为的异质性和动态性,难以提高模型的解释力度。文章通过构建动态多项Logit离散选择模型,研究和鉴别在线渠道每一个消费者品牌忠诚因子和单品忠诚因子。研究发现,在线环境下消费者在可乐产品的选择上,不同的忠诚特性对在线消费者品牌选择的影响强度是不同的,其中单品忠诚对在线消费者品牌选择的影响最为显著,这不仅刻画了消费者购买概率的异质性,而且提高了模型的解释力度;不同的属性虽然会对在线消费者的品牌选择行为产生影响,但这种影响并不是孤立存在的,而是会受到其他属性或忠诚变量的影响而产生相应变化。

Research on Impact of Brand Loyalty and SKU Loyalty on Online Consumer Choice Behavior

Different consumer owns different preference and loyalty on different brands. If it is overlooked by researchers,the model without brand loyalty or SKU loyalty can't elicit the consumer heterogeneity and dynamics so that it can not improve the model fit. The paper proposed a dynamic Multinomial Logit choice model and calculated the brand loyalty and SKU loyalty of online consumers. It revealed following results:The panel data shows that different loyalties have different impact on online consumers brand choice and online consumer shows high SKU loyalty. It not only identified the heterogeneity of consumer purchase rate,but also improved the model fit. Though different attributes have impact on online consumer brand choice behavior,these impacts are not isolated,and varied with the other attributes and loyalty variables.