How Do Experience and Shopping Frequency Affect Consumers Brand Choice
How Do Experience and Shopping Frequency Affect Consumers Brand Choice
复制标题
体验和购物频率如何影响消费者的品牌选择
DOI：
10.22004/ag.econ.244760
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发表时间：
2011
期刊：
影响因子：
--
通讯作者：
T. Farina
中科院分区：
文献类型：
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作者：
T. Farina
当消费者没有关于货架上所有品牌的完整信息时，他们的行为非常不稳定。在本文中，我扩展了基准离散选择模型的消费者需求，以捕捉两个不同的特点，体验商品市场：先前的品牌体验和购物频率。虽然目前的文献将习惯形成纳入消费者需求模型，但没有考虑一个更基本的问题：品牌的初次体验如何影响消费者的选择。我估计模型使用的数据购买包装橙子汁，这来自一个新的消费者提供的大型连锁超市在巴西的面板。我认为，对于这种产品来说，消费者对品牌的先前体验与价格一样重要。此外，当经验和购物频率被考虑时，自有和交叉价格弹性显著变化
Consumers behave very dierently when they do not have perfect information about all brands available on a shelf. In this paper I extend the benchmark discrete choice model of consumer demand to capture two distinct features of experience-goods markets: prior brand experience and shopping frequency. Although the current literature incorporates habit formation in consumer demand models, it has not considered a more fundamental question: how the rst experience with a brand aects the consumer’s choice. I estimate the model using data on purchases of packaged orange juice, which comes from a new consumerlevel panel provided by a large supermarket chain in Brazil. I nd that for this product prior experience of a brand is as important for a consumer’s choice as price. Furthermore, own- and cross-price elasticities change signicantly when experience and shopping frequency are taken
影响因子：
6.1
作者：
BERRY, S;LEVINSOHN, J;PAKES, A
通讯作者：
PAKES, A