Research On Consumer Brand Choice Behavior Mechanism In Online Channel

As the effects of internet and information technology on marketing channels, online channel is becoming very important for manufactures and retailers. More and more people also want to know what changes the internet environment will bring on the marketing. Managers and scholars are very interested in whether there are some differences between online and offline consumer brand choice. If these differences exist, what impact they will have on consumer brand choice. Recognizing and understanding these differences is very important for making marketing strategy.There may be two problems in online consumer brand choice; one problem is that the marketing mixes which affect consumer brand choice in offline channel may have different meanings in online channel. The other is that new factors appear in online channel. So, it is necessary to find and understand the factors that can affect online consumer brand choice, and learn the consumer brand choice mechanism in online channel. This thesis is based on an empirical study of consumer mobile brand choice in online channel. Firstly, we divide the key factors that affect online consumer brand choice into two groups, brand attributes and marketing mix. Secondly, we construct a binary logit model including these two groups of variables to describe the online consumer brand choice. Thirdly, through a survey, we get the data of brand attributes and marketing mix when consumers decide which brand to choose, and then test the binary logit model using the data.The conclusions include: (1) if the attributes of a brand are improved, the probability that consumer repeat choose this brand in online channel will increase. (2) If the price of a brand is increased, the probability that consumer repeat choose this brand in online channel will decrease. (3) If the online marketing mix variables excluding price are improved, the probability will increase. (4) Compared with the online marketing mix, brand attributes will have stronger impact on the probability.This research is different from the previous researches. Firstly, the previous researches are in offline channel, while this is a study in online channel. Secondly, unlike most of the previous researches examine the brand choice on fast moving consumer goods; we use a durable product (mobile) to understand the consumer brand choice.