Researching Dynamic Brand Competitiveness Based on Consumer Clicking Behavior

摘要：

　　Analyzing brand dynamic competition relationship by using consumer sequential online click data, which was collected from JD.com.It is found that the competition intensity of the products across categories is quite different.Owing to the purchasing time of durable-like goods is more flexible, that is, the purchasing probability of such products changes more obviously over time.Therefore, we use the Local Polynomial Regression Model to analyze the relationship between the brand competition of durable-like goods and the purchasing probability of the specific brand.Finding that when brands increase at a half of the total market share for consumers cognition preference, the brands competitiveness is peak and makes no significant different from one hundred percent for consumer to complete a transaction.The findings contribute to brand competitiveness for setting up marketing strategy from the dynamic and online consumer behaviors perspective.

关键词： dynamic process brand competitiveness consumer clicking behavior durable-like goods

作者: Meihua Zuo Hongwei Liu Yonghua Zuo Hongming Gao Hui Zhu Zhouyang Liang

作者单位: Huizhou University, Huizhou, 516000, China;School of Management, Guangdong University of Technology, School of Management, Guangdong University of Technology, Guangzhou, 510520, China School of Mathematics and Information Science, Jiangxi Normal University,Nanchang, 330022, China School of Management, Guangzhou University, Guangzhou, 510006, China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 29-36

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）