Researching Dynamic Brand Competitiveness Based on Consumer Clicking Behavior

Authors

Meihua Zuo, Huizhou University, Huizhou, 516000, China; School of Management, Guangdong University of Technology, Guangzhou, 510520, ChinaFollow
Hongwei Liu, School of Management, Guangdong University of Technology, Guangzhou, 510520, ChinaFollow
Yonghua Zuo, School of Mathematics and Information Science, Jiangxi Normal University, Nanchang, 330022, ChinaFollow
Hongming Gao, School of Management, Guangdong University of Technology, Guangzhou, 510520, ChinaFollow
Hui Zhu, School of Management, Guangzhou University, Guangzhou, 510006, ChinaFollow
Zhouyang Liang, School of Management, Guangdong University of Technology, Guangzhou, 510520, ChinaFollow

Abstract

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 behavior’s perspective.

Recommended Citation

Zuo, Meihua; Liu, Hongwei; Zuo, Yonghua; Gao, Hongming; Zhu, Hui; and Liang, Zhouyang, "Researching Dynamic Brand Competitiveness Based on Consumer Clicking Behavior" (2019). WHICEB 2019 Proceedings. 63.
https://aisel.aisnet.org/whiceb2019/63