Exploring customer consumption behavior across physical and e-channels–Application of nested logit model

• Main Authors: Yen-Ting Lai, 賴彥廷
• Other Authors: Ming-Chih Tsai
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/49h5d7

碩士 === 國立中興大學 === 行銷學系所 === 101 === The competition between enterprises is getting more and more intense, and diversifies channels. General consumer behavior can be divided into two phases: 1. Data collection phase; 2. Actual transaction phase. If consumers』 two phases no matter consist in either virtual channel or physical channel, it''s called customer channel switching. But for past studies, few analyses study the factor of important service quality of virtual and physical channels. Besides, the two phases of consumer behavior still lack prediction models so that distributors cannot evaluate precisely the operation performance. This research analyzes the choice behavior of the two phases of consumer behavior. Revealed preference (RP) data is collected, and total 216 effective samples are received. We first derive, by factor analysis, the latent influential variables influencing subscribers』 choices of systems. Then, we use the RP data to construct individual choice model of systems by nested logit (NL) model. The results has shown that there are five service attributes will influence the choice on virtual and physical channels, including 「after sales service」, 「interaction quality」, 「profession trust」, 「goods and transaction」, and 「service environment and consumption identity」. Except for goods and transaction, other four factors have shown positive and significant relations. In the aspect of sensitivity analysis, when service attributes get improved or change, the combination of collecting data from virtual channel and purchase from physical channel is the most sensitive. According to the above conclusion, I hope this research can provide dealers suggestions and strategies on conducting business.