Essays On Online Browsing And Purchase

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Essays On Online Browsing And Purchase

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Author : Ciju T. R. Nair
language : en
Publisher:
Release Date : 2010

Essays On Online Browsing And Purchase written by Ciju T. R. Nair and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Electronic dissertations categories.

Essay One: Modeling Online Browsing and Purchase of Airline Tickets Online purchases are increasingly becoming a significant portion of total purchases in most product categories. While prior research in marketing has looked at information search and purchase decisions separately, we use a joint framework to study consumers' online browsing and purchase of airline tickets in a unique dataset of household-level dynamic click stream panel data. We use a three-stage model to study (i) the choice of the first website visited, (ii) the duration of browsing on travel websites before making a purchase (iii) the choice of the website where consumers will make the purchase, and how a later stage choice is affected by decisions in previous stages. We simultaneously estimate these three models which constitute a non-linear discrete-continuous equation system using a simulation-based econometric technique. We find significant effects of expected level of expenditure, prior browsing experience, prior purchase experience in determining consumer browsing and purchase behavior. We are able to quantify the differences in attractiveness of a website in getting consumers to first visit them and compare it with the conversion effectiveness of a website in terms of getting consumers who visit to make purchases. A significant impact of choice of the first site visited and browsing duration on choice of the purchase site indicates the importance of modeling these decisions simultaneously. Our results can help managers identify the major determinants of consumer browsing and online purchase behavior, some of which cannot be observed in a brick-and-mortar environment. Essay Two: Modeling Online Multi-category Purchase in Travel In this paper we investigate online purchase behavior at the basket level and model the multi-category purchases in the travel product category. While prior research in marketing has looked at browsing or individual category purchase decisions, we study consumers' online purchase of airline, car rental and hotel purchases together using a unique dataset of household-level dynamic click stream panel data. We use a two-stage model to study (i) the propensity of consumers to purchase a combination of products as a basket and (ii) the choice of the website where consumers will make those purchases. We then estimate the propensity of consumers to purchase a particular combination of products in their basket from different websites. This behavior constitutes a high dimensional system of multinomial equations which are then solved using a simulation-based econometric technique. We find significant effects of site preference, loyalty, prior browsing and demographic variables in determining consumer multi-category purchase behavior. Our results can help managers identify the major determinants of multi-category purchase as well as provide insights into cross promoting as well as upselling other products to consumers who visit their website.

Essays On Consumer Online Search And Digital Content Consumption

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Author : Shuo Zhang (Marketing researcher)
language : en
Publisher:
Release Date : 2020

Essays On Consumer Online Search And Digital Content Consumption written by Shuo Zhang (Marketing researcher) and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with Electronic dissertations categories.

In my dissertation, I apply empirical quantitative methods to marketing research and investigate consumer online search and purchase patterns, as well as digital consumption behaviors and the potential implication for marketing managers. This dissertation consists of two chapters. Chapter 1 studies the consumer shopping channel choice when they search and shop for products online. Mobile phones have emerged as a major channel for online shopping as an alternative to PCs. Despite more consumers using mobile phones, the conversion rate on the mobile channel is lower than that on the PC channel. In this study, we propose a structural consumer search-and-purchase model that endogenizes the channel choice to explain the observed data pattern. Results suggest starting a search session using mobile phones is less costly, but intensive search is costlier. Consequently, mobile phones attract consumers who tend to have lower overall purchase interests and will search less. Based on the results, we use counterfactuals to explore how online retailers can customize their marketing strategies for consumers on the two channels. We find the optimal price on mobile is 2. 7% lower than on PC. When sellers retarget non-purchasers by offering channel-specific coupons, the optimal coupon value is 6% higher for consumers on mobile than on PC. Sellers' profit increase will be 5. 1% higher when the retargeting coupons are channel specific. Chapter 2 examines consumers' time-inconsistent preferences in digital content consumption and their strategic self-control behaviors. We use a unique dataset obtained from a major digital book platform in China, where consumers can pay either by chapters or by monthly subscription. One-third of consumers consistently choose to pay by chapters, even though monthly subscription would significantly reduce the monetary cost. We propose a dynamic structural model that incorporates time-inconsistent preferences and strategic self-control behaviors to rationalize overpaying behavior. We first analytically demonstrate the existence of a unique equilibrium, and show how, under steady states, overpaying for reading may be optimal for consumers. We then estimate the model from the data. Results show that there is a large segment of consumers who are highly price-sensitive. They are also willing to overpay to curb future consumption. Our counterfactuals show that eliminating the pay-per-chapter plan would hurt consumer welfare and the platform's profit. Eliminating the monthly subscription plan, however, would increase the platform's profit but reduce consumer welfare. We introduce a novel nonlinear pricing plan with volume surcharge and illustrate how it can simultaneously improve the platform's profit and consumer welfare.

Essays In E Commerce

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Author : Andrea Pozzi
language : en
Publisher:
Release Date : 2009

Essays In E Commerce written by Andrea Pozzi and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.

Essays On Digital Experience

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Author : Murat Unal
language : en
Publisher:
Release Date : 2022

Essays On Digital Experience written by Murat Unal and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with categories.

Ecommerce retailers are increasingly faced with challenges of finding ways to provide a seamless shopping experience to customers. In the first chapter of this dissertation, we focus on the checkout process and study the impact of adopting one-click buying, a feature that reduces the number of steps required to place a purchase order to a single click, on subsequent customer behavior. Using quasi-experimental data over a period of 35 months from an online retailer before and after the launch of one-click buying, we find adopting one-click buying is effective in lifting customer purchases and does so by making treated customers purchase more often as well as more items. The impact of adopting one-click buying on customer purchases post adoption is economically significant, persistent over time, and heterogeneous across customers. Analyzing clickstream data of customer activity online and purchases across product categories, we provide evidence that the increase in purchases is driven by richer engagement through both more visits to the website and more page views upon visit as well as the expansion of purchases across categories. We discuss the implications of our findings for customer experience and targeting. In the second chapter, we study the impact of online product sampling on customer behavior. Online product sampling offers customers the try-before-you-buy experience to overcome the shortcomings of information loss they experience when purchasing physical experience products such as food, beverages, and apparel in ecommerce. Using quasi-experimental data over a period of 13 months from a retailer before and after the launch of online product sampling, we find online product sampling is effective in lifting customer purchases and does so by making treated customers purchase more items per order. We find the impact of online product sampling on purchases post treatment is economically significant, persistent over time, and heterogeneous across customers. Furthermore, we find the impact spills over positively to brand demand and expands to both online and offline channels. We provide evidence that product sampling generates positive affect among treated consumers. In the third chapter, we study the impact of a policy change by Facebook, a major social media platform, on user behavior. Platform algorithms play an important role in the digital economy. They serve as gatekeepers in social media platforms because they determine visibility, sharing and flow of information. They also affect both intermediaries who publish content to generate traffics to their websites and users who engage to consume and share content on the platforms. Using data from a series of experiments conducted at a publisher's website over a period of 121 weeks before and after the policy change by Facebook on its algorithm, which aimed to improve user engagement, we find the policy change significantly affected user behavior. In particular, after the change went into effect, user engagement decreased significantly insofar as users made significantly fewer clicks on the publisher's website. Using Google search volume data, we provide evidence on the selection mechanism on users through which the policy change by Facebook affected users. We discuss the implications of our findings for platforms, intermediaries and users.

Essays In Online Retail Markets And Auction Markets

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Author : Jicheng Liu
language : en
Publisher:
Release Date : 2015

Essays In Online Retail Markets And Auction Markets written by Jicheng Liu and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.

Chapter 1: "Does Information Change Bidders' Value Distribution in eBayMotor Auctions?"In eBay Motor auctions, sellers voluntarily disclose information of the car to increasethe selling prices (Lewis(2010)). An increase in the number of potential bidders or achange of potential bidders' value distribution can explain this phenomenon. This paperfirst tests whether the information disclosure influences bidders' value distribution byproposing a likelihood ratio test in an eBay auction model with an application to eBayMotor auctions. The test result shows that the bidders' value distribution is not affectedby different information disclosure levels measured by the number of photos providedby sellers in the application to eBay Motor auctions. By exploiting the bidders' valuedistribution estimates, I also calculate the consumer surplus, the mean of consumersurplus is 48% of the selling price which shows how much the online auction marketcan benefit consumers.Chapter 2: "Consumer Search in the Online Movie DVD Market"In this paper, I study the consumers' online search behavior that has been documentedthoroughly in the industrial organization literature. Using unique features of Comscoreconsumer search behavior data and transaction data, I focus on the online movie DVDretail industry. I find several features of consumer search behavior in this specificmarket. Particularly, consumer makes her purchase decision on both price and otherretailer's specific features or its quality.I estimate search costs in a nonsequential search model describing the web browsing andpurchasing behavior. Consumer knows the price distribution and she can ascertain theexact price of each retailer by searching on the firm website. Following the canonicalsearch model, a consumer has two decision steps in each period. First, each consumermakes a choice set decision on how many retailers' websites to visit. After gaininginformation on the exact price of each retailer in the choice set, consumer maximizes her utility over the retailers in her choice set. The estimation result shows the averagesearch costs are around $2.73 for an individual to search a firm's website before eachtransaction.Chapter 3: "A Structural Model of Search with Learning: Application to theOnline Movie DVD Retail Market"Much of the demand literature uses search costs to explain consumer behavior andfirms' pricing strategy in the online retail industry. However, some dynamic featuresof consumer search behavior are not captured. For example, novel web behavioraldata indicates that the consumers' search sets or "consideration sets" change over time.Such evidence of behavior change of consumers is consistent with a consumer learningmodel. Consumers are usually not certain about the firm's quality, for example theavailable service, before their visit to the firm's website. Therefore, the consumer'ssearch decision is a trade-off between higher expected maximum utility from a largersearch set and higher search cost. The decision depends on consumer's informationabout the quality of the firms.In this paper I develop a dynamic discrete choice model where consumers choose theirsearch sets and then make the purchase decision from the firms in their search sets ineach period. Each consumer's search decision is a dynamic process which depends onher endogenous belief evolution on quality.I estimate the dynamic model using the ComScore consumer level search and purchasebehavior data for the movie DVD retail market. The estimation results suggest thatsearch cost is sizable and there exists consumer heterogeneity in firms' quality belief.Consumers are learning about the firms quality very slowly which plays an importantrole in explaining the frequent search behavior change of consumers.Counterfactual experiments suggest that search costs and consumer learning have ahuge impact on the market shares of firms. The industry leader Amazon would have12% less share absent search cost. In addition, I compare the effects of different pricingstrategies of firms. The market share of Amazon shrinks by 2% if Amazon matchesthe price of ColumbiaHouse which has the second largest market share. The marketshare of the leading firm Amazon increases from 35.16% to 68.07% if a consumer hasone-search learning process.

Two Essays On Large Scale Data Applications In Marketing

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Author : Keunwoo Kim
language : en
Publisher:
Release Date : 2018

Two Essays On Large Scale Data Applications In Marketing written by Keunwoo Kim and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.

With the increased efforts of firms to collect data at a more detailed level and the recent advancement of data storage technology, empirical researchers have encountered new challenges in extracting values from large-scale data. Answering to the calls in the era of "big data", the present dissertation introduces two applications on how to deal with large-scale data problems in marketing: The first essay shows an application on how to extract a specific information from multiple datasets in an online advertising context, and the second essay introduces a new estimation method which enables to measure heterogeneity from large-scale data. The first essay proposes a structural modeling approach to enhance the precision in measuring an online advertising effect on purchase probability by jointly estimating individual level purchase and store browsing behavior. Many researchers have pointed out that measurement of the ad effect is difficult because the effect size is small and the unexplained variation in purchase is large. Our method extracts information on the difference between latent purchase utility of consumers who have been exposed to ads and who have not been exposed to ad from the difference of observed browsing behavior between those two groups of consumers. The second essay introduces a novel approach which significantly improves the efficiency of the estimation process for random coefficients models by employing the Stochastic Gradient Descent algorithm. Simulation studies under random coefficients logit model settings demonstrate that our SGD estimator outperforms the BFGS approach, which is one of the most commonly used approaches, in both efficiency and accuracy.

Three Essays On Social And Economic Effects Of User Generated Content

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Author : Ermira Zifla
language : en
Publisher:
Release Date : 2018

Three Essays On Social And Economic Effects Of User Generated Content written by Ermira Zifla and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.

In this dissertation, I investigate how online social interactions and user-generated content affect sellers and consumers in online platforms. I conduct three empirical studies to understand the effect of user-generated content in three different types of online platforms: (1) an e-commerce marketplace, (2) an online reviews platform, and (3) an online health community. In study one, I examine how social features (e.g., following others, sharing others' products) within an electronic commerce marketplace affect status and sales for sellers. This essay contributes to the literature on electronic commerce by deepening the understanding of online social processes among sellers. In study two, I explore how humorous appropriation of an online review platform affects purchase intention and consumer engagement. Utilizing both controlled experiments and analysis of real-world reviews, I demonstrate that humorous appropriation attenuates the effect of review valence on purchase intentions and increases consumer engagement. In study three, I investigate how community ratings are related to patient treatment evaluations and compliance in an online health community. I find that community ratings are positively associated with treatment evaluations and compliance. Moreover, I find that community size and ratings variance moderate the effect of community ratings on treatment evaluations and compliance. Taken together, these essays contribute to the literature on Information Systems by augmenting the understanding of the effects of different types of user-generated content on social (status, engagement, and evaluations) and economic outcomes (purchase intentions and sales). The studies also offer insights for strategic decisions regarding user-generated content in online platforms.

Essays On Transport Economics

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Author : Pablo Coto-Millán
language : en
Publisher: Springer Science & Business Media
Release Date : 2007-02-02

Essays On Transport Economics written by Pablo Coto-Millán and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-02-02 with Business & Economics categories.

This book explores analytical methods used in transportation economics and policy analysis. Encompassing fields of economics such as Industrial Organisation, Welfare Economics, General Equilibrium Theory and Input-Output-Analysis, the study of transport from an economic point of view serves as a test bench for applying methodologies of economic science to the real world. Each chapter opens with a brief theoretical introduction before evaluating case studies, using the state-of-the-art statistical and econometric techniques.

Three Essays On Risks Of Online Platform Information Systems

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Author : Shuting Wang
language : en
Publisher:
Release Date : 2019

Three Essays On Risks Of Online Platform Information Systems written by Shuting Wang and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.

In the past decade, a fundamental research topic in the information systems (IS) discipline has been to examine the value of online platforms on businesses, society, and consumers, notably in the form of improved efficiency in information sharing, consumer engagement, and increased sales. However, the risks rooted in online platforms may cannibalize the value created, which have received limited attention in the literature and practice. In my dissertation, I attempt to fill this gap in the literature by providing a comprehensive analysis of the risks of online platforms from the angle of these three main entities in the ecosystem with three separate yet related essays. The first essay focuses on the risks for businesses that leverage social media platforms, and assesses how their posting on social media fan pages affects consumers' decision to purchase and unfollow from the firms. The second essay focuses on the risks of fake news on social media and how social media platforms may use identity verification to reduce online anonymity and combat this increasingly critical social problem. The third essay focuses on estimating the risks of using monetary incentives to motivate consumers to write online product reviews, and examines how such strategy may affect product sales. Our studies have theoretical and practical implications for designing effective online platform information systems.

Essays On Information And Consumer Decisions

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Author : Man Xie
language : en
Publisher:
Release Date : 2021

Essays On Information And Consumer Decisions written by Man Xie and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with categories.

Consumers make decisions under incomplete information. In addition to the generic information availability and accessibility, how firms selectively provide information and how consumers collect information all influence consumer decisions, including product choice, purchase, and reselling. In Essay One, we study the impacts of firms providing information on product list prices on online consumer purchases. Our examination of Amazon data finds that (1) displaying list price in information-rich online markets has no impact on sales when used as a standalone marketing strategy, but can positively or negatively influence sales if implemented concurrently when the price decreases; (2) the direction of that influence depends on user-generated information; and (3) list price interacts with price promotion via both price sensitivity and demand shift. Specifically, when a product with favorable consumer reviews lowers its price, simultaneously displaying list price boosts the effectiveness of price promotion by (i) shifting demand upwards and (ii) increasing price sensitivity. However, when a product with unfavorable reviews lowers its price, simultaneously displaying list price shifts demand downwards, which decreases sales or even destroys the sales gain that price promotion would have generated without list price. In Essay Two, we study the impacts of imperfect information from the initial choice set and post-purchase consumption on consumers' reselling price decisions in C2C (consumer to consumer) markets. We model C2C markets and show they significantly differ from traditional B2C (business to consumer) markets. For example, consumers (as buyers) tend to buy products with overlooked weaknesses rather than overlooked strengths, resulting in over-optimistic choices and post-choice remorse (i.e., "buyer's remorse"). Surprisingly, both increase with a more exhaustive choice search. Moreover, even without buyer's remorse, imperfect information alone causes consumers' valuations (as owners) and asking prices (as resellers) to decrease with the duration of ownership as residual uncertainty decreases. Hence, unlike traditional B2C selling, we find that C2C reselling asking prices depend on reseller expected utility from prolonged consumption, the original consideration set size, the duration of ownership, and residual uncertainty. Our empirical analyses provide evidence from both experimental data and aggregate real estate data.