Research On Multi-brang Decision-making Behavior Of Online Consumer Under The Choice Overload

The rapid economic development has promoted the improvement of people's living standards,and consumers' demand for goods has been diversified for a long time.In order to meet the diversified needs of consumers,the variety of products is increasing day by day,and the number of brands of similar goods has also increased.Generally,the more choices of goods,the greater the likelihood that consumers will purchase satisfied goods.However,too many choice of goods can easily trigger the choice overload,and consumers will purchase multiple brands of goods from numerous brands to meet the diversified needs in this situation.Therefore,based on the consumer perspective,this paper combines with the background of the choice overload,and uses the actual consumption data to study online consumer multi-brand decision-making behavior.Firstly,the related literature at home and abroad are sorted out.Based on the discrete-continuous selection model,the online consumer multi-brand decision model(OCMBD)is constructed based on the relevant utility theory.Then,using the online consumer of an online daily franchise store to purchase the consumption data of multiple brands of paper towels,the parameters of the model are estimated,and the parameter estimation results are used to predict the consumers' multi-brand decision behavior.The research results show that the main influencing factors of consumers' multi-brand decision-making behavior on paper towels are purchase time and promotion methods.Purchase time includes whether it is weekend and whether it is a holiday,and promotion methods include special price promotion,limited quantity promotion,single product reduction promotion,holiday promotion,member exclusive price promotion,second half price promotion,store anniversary promotion.Among them,the member exclusive price promotion and the holiday promotion are better,and the second half price promotion is not attractive enough for consumers.In addition,the consumption level,membership level,and whether to consult customer service staff have a certain impact on the consumers' paper towels purchase decision.Finally,using the online consumer multi-brand decision model to predict the multi-brand decision of online consumers,and the prediction accuracy is 69.46%.Using the constructed OBCBD model,it can not only analyze the multi-brand decision-making behavior of online consumers,but also help enterprises to grasp the characteristics and rules of consumer multi-brand demand and preference,andprovide a theoretical basis for retail enterprises to formulate reasonable and effective marketing strategies.