基于离散选择模型的在线渠道消费者品牌选择行为  

On-line Consumer Brand Choice Behavior Based on Discrete Choice Model

作　　者：杨升荣[1] 徐飞[1] 陈洁[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《上海交通大学学报》2009年第4期517-520,525,共5页Journal of Shanghai Jiaotong University

摘　　要：回顾品牌选择的离散选择模型的发展进程,并对在线渠道下消费者品牌选择进行了梳理,构建了品牌选择的多项Logit模型.运用该模型,对中国某著名网上商城消费者实际消费的可乐面板数据进行分析,研究和鉴别在线渠道消费者品牌选择行为的影响因素.结果表明:价格对于消费者网上品牌选择具有显著影响;作为网络属性的支付方式也会影响在线消费者的品牌选择;进行网上购买的消费者显示出对可口可乐品牌更强的内在偏好.Based on the review of discrete choice model of brand choice and online brand choice literatures, this paper presented a multinomial Logit model and applied it to analyze on-line consumer behavior. Empirical results were presented using individual-level panel data about Cola from a famous e-tailer in China to analyze the impact factors of on-line consumer brand choice behavior. The results reveal that price has an important impact on on-line brand choice, the internet specific attribute-way of payment-has impact on online brand choice and consumers are intrinsic preference for Coca Cola.

关 键 词：在线渠道 多项Logit模型 品牌选择 面板数据 

分 类 号：F713.36[经济管理—产业经济]