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Author: Nicolas Wellmann
Publisher:
ISBN:
Category : Competition
Languages : en
Pages :
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Author: Nicolas Wellmann
Publisher:
ISBN:
Category : Competition
Languages : en
Pages :
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Author: An-Shih Liu
Publisher:
ISBN:
Category : Brand choice
Languages : en
Pages : 274
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This dissertation is an empirical study of demand and supply in differentiated products markets using supermarket scanner data on two particular product categories - canned tuna and hot-breakfast cereals. First, I study the impact of retailers' price promotions on consumer demand and retailer profits in the canned-tuna product category. Since canned tuna is storable, I examine whether consumers stock up during sales. The results suggest that only a limited amount of stockpiling exists in this product category. Since inventory is not very important, consumer demand is thus modeled by a static demand model with a random-coefficients-nested-logit specification, which is estimated by the Markov Chain Monte Carlo method. The unit-sales decomposition results show that on average 36% of the demand response to price promotions comes from brand-switching, so market expansion effects due to consumers switching from the outside good and to higher quantities usually dominate the brand-switching effect. Using the demand estimates, I compute optimal retail prices assuming that stores are local monopolists and choose prices to maximize static category-level profits. I find that regular prices at "high-low" stores are typically at or slightly below the optimal prices, but that regular prices at "every-day-low-price" stores are substantially below the optimal prices. These results suggest that retail price levels and price promotions are more likely related to local market conditions such as retail competition. In addition, I study the effects of store-brand (SB) entry on the demand elasticities of incumbent national brands (NB), consumers' substitution patterns for national and store brands, and the implications for consumer welfare in the hot-breakfast-cereals product category. A random-coefficients model of consumer demand is estimated by the generalized-method-of-moments approach. The empirical findings are: (1) After the entry of SB's, demand becomes more elastic for non-imitated NB's, and either more elastic or shows no change for imitated NB's; (2) in general, substitution patterns for NB's and SB's are asymmetric, i.e., when the prices of their favorite products increase, most NB buyers tend to substitute to other NB products, but SB buyers will substitute to the corresponding imitated NB's; (3) the increase in consumer surplus due to SB entry is trivial for an individual consumer, but the aggregate benefit could be quite substantial.
Author: Siddharth Bhattacharya
Publisher:
ISBN:
Category :
Languages : en
Pages : 220
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In my dissertation, I study the strategic interplay among firm's online communication, firm's digital strategies and its impact on consumer decision making. I identify important strategies that firms can adopt while targeting consumers on search engine platforms, such as Google and Bing. For technology-firms interested in providing information cues to consumers, online advertising serves as an important tool to nudge consumers decision making. Through the use of diverse methodologies, including empirical, analytical, and behavioral, I attempt to answer important questions in this research space. Moreover, I investigate how firm strategies are affected by factors such as heterogeneity of consumer preferences, product quality, and competition. The research spans across disciplines, and makes contributions to Information Systems, Operations Management and Marketing. In essay 1 I investigate the novel context of "competitive poaching", a phenomenon where firms can generate traffic from search advertising by bidding on competitors' keywords. In this research I examine the factors that influence the effectiveness of competitive poaching, specifically the role of different ad copies and the type of competitor (poached brand) from which a brand is "poaching. "I also examine how the presence of sponsored ads from the poached brand and its physical location affect competitive poaching. In Essay 2, I investigate a similar context but here instead of only competing against each other, firms are simultaneously competing and cooperating with each other while advertising on the search engine. Thus, we have a novel context where a firm and its third-party referral partner (often referred to as "Infomediaries") compete and cooperate while advertising simultaneously on the search engine. In this context, how equilibrium payment and advertising strategies are affected by factors such as traffic quality, advertising effectiveness, leakage, and the nature of contract between the two firms, remains an open question. Using a game-theoretic model, I show that the novel balance between the competitive and the collaborative nature of the interaction, which itself gets affected by the choice of contract and changes in the environmental factors, alters equilibrium strategies commonly expected in existing literature. In my third essay, I study the novel yet increasingly common phenomenon of "multiscreen viewing", a phenomenon where consumers are increasingly using additional devices (like smartphones or tablets) while watching TV. This provides an additional advertising channel for marketers, specifically the second screen. However, this is not without its complexities; as marketers must optimally time advertisements on the second screen conditional on multiple factors including consumers' engagement level on the primary screen, consumers' engagement level on the second screen, and the psychological involvement with the content on the primary screen. Administering multiple behavioral experiments, I investigate how factors such as users' engagement with the primary screen (e.g., TV), users' engagement with a second screen (e.g., Mobile), timing of the advertisement, and message congruence, affect second screen usage and ad recall. Theoretical and managerial contributions of each of these essays are discussed.
Author: Priscilla Yung Medeiros
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Author: Astrid Andrea Dick
Publisher:
ISBN:
Category :
Languages : en
Pages : 173
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(Cont.) Chapter 3, co-authored with Erik Brynjolfsson and Michael D. Smith, applies a flexible demand model to examine heterogeneous consumer behavior and estimate search benefits and costs across consumers types, based on a unique data set obtained from a major U.S.-based online shopbot. Consumer benefits to search are estimated using a compensating variations approach, by comparing the welfare generated by the first set of offers shown to the consumer in the default screen, and that generated by the entire set of offers. The benefits to searching lower screens are $1.65 for the median consumer, and the cost of carrying an exhaustive search of the offers is a maximum of $1.40 for the median consumer that chooses to search lower screens.
Author: Bin Li
Publisher:
ISBN:
Category : Electronic dissertations
Languages : en
Pages :
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With the increasing popularity of the online channel, both consumers and firms are engaging in more and more multi-channel activities. On the one hand, consumers can integrate information from searches on both online and offline channels, and then decide on the best channel to buy from. On the other hand, firms need to consider consumer behavior in different channels in their strategy design. As a result, cross-channel interactions between consumer behavior and firm strategy can be within the same channel or across different channels. While the within-channel interaction has been studied extensively in the previous literature, there is much less research on the cross-channel interaction. In my dissertation, I add to the understanding of consumer behavior and firm strategy in the multi-channel environment by empirically analyzing their cross-channel interactions. This dissertation consists of three separate but related essays. The first answers the question: How does consumer behavior affect optimal product portfolio strategies in online versus offline channels? I develop an empirical model to simultaneously identify the cannibalization effect (within a brand) and the competition effect (between different brands) in different retail channels. I further examine how these effects are affected by consumer preferences. The second essay answers the question: How does a firm’s offline strategy affect consumer online behavior? I use a natural experiment to examine how the awareness and convenience effects from opening new retail stores affect the online search. The final essay answers the question: How does online banking affect entry/exit of offline bank branches? I develop and estimate a dynamic entry/exit model examining the relationship between technological advances and market structure evolution. My counterfactual analysis shows that the asymmetric reduction in operating costs is the most significant factor driving recent changes in the U.S. banking industry, followed by increased entry costs and increased deposits for large banks due to greater online presence. My findings provide important implications for firms engaging in multi-channel activities.
Author: Yisong Li
Publisher:
ISBN:
Category :
Languages : en
Pages : 160
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Author: Morris B Holbrook
Publisher:
ISBN: 9781032908861
Category :
Languages : en
Pages : 0
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Author: Yiyan Stella Li
Publisher: Open Dissertation Press
ISBN: 9781361422922
Category :
Languages : en
Pages :
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This dissertation, "Three Essays on Consumer Behavior in Virtual Community: EWOM, Online Trust, and Dynamic Impacts on Brand Selection" by Yiyan, Stella, Li, 李藝燕, was obtained from The University of Hong Kong (Pokfulam, Hong Kong) and is being sold pursuant to Creative Commons: Attribution 3.0 Hong Kong License. The content of this dissertation has not been altered in any way. We have altered the formatting in order to facilitate the ease of printing and reading of the dissertation. All rights not granted by the above license are retained by the author. Abstract: Abstract of thesis entitled Three Essays on Consumer Behavior in Virtual Community: eWOM, Online Trust, and Dynamic Impacts on Brand Selection submitted by Stella Yiyan Li for the degree of Doctor of Philosophy at the University of Hong Kong in June 2007 As increasing numbers of people log into Virtual Communities (VCs) to meet new friends and solve problems, VCs have become an important social phenomenon that attracts research attention from different disciplines. Existing consumer research focuses on the individual motives behind participation in VCs and how brand-based VCs affect consumers' brand loyalty, but neglects the roles of the other important form of VCs, the product-based VCs. Moreover, the dynamic influences remain open to questions. By incorporating social capital theory and emerging theories relevant to VC research, this thesis aims to advance knowledge about the dynamic influences of product-based VCs on consumer behaviour in terms of eWord-of Mouth (eWOM), trust formation, and brand selection. The first study examines eWOM in VCs. WOM is a highly respected form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources of effectiveness or its effects beyond product and brand communications. By conducting a netnography of beauty product enthusiasts in China in order to understand eWOM, the findings of this iistudy reveal four categories of responses: (1) sources of social capital, (2) brand choice facilitation, (3) persuasion knowledge development, and (4) consumer reflexivity. The thesis also proposes a model and offers a set of postulates to guide future research directions. The second study tests the antecedents and consequences of trust formation in VCs. IS research investigates the domains of interpersonal and system trust using streams of research based on different paradigms. Considering the continuous proliferation of VCs, this thesis proposes an integrative model that combines both trust components. Drawing insights from social capital theory, this study extends the research context to a VC sponsored by a commercial portal. Furthermore, it postulates that (1) structured VC contents and members' cognitive and relational motivations are antecedents to both trust components; (2) interpersonal trust is distinct from, and an important driver of, system trust; and (3) both trust components stimulate member online loyalty which enhances value for the sponsoring portal. Tests of the model's hypotheses using an online survey of 899 VC members support propositions in this study and offer both research and managerial implications. The third study examines the dynamic influences of VCs on brand selection. Various studies prove that brand-based VCs strengthen participants' brand loyalty. What remains unclear is how product-based VCs affect consumers' brand selection and how those impacts evolve over time. Using a longitudinal study of 277 members from the same VC, I demonstrate that individual motives (informational and social) and susceptibility to VC normative influence not only enhance consumers' loyalty toward a favourite brand but also increase variety-seeking intentions and consideration set size in iiibrand selection. Informational motives play dominant roles in enhancing variety-seeking intenti
Author: Jeon-Hyeok Cho
Publisher:
ISBN:
Category :
Languages : en
Pages : 282
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