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Web Search and Purchase Behavior in Durable Goods Markets with Network Effects : 네트워크 효과가 있는 내구재 시장에서 소비자의 웹 검색과 구매 행동에 관한 연구

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Authors
김이진
Advisor
송인성
Major
경영대학 경영학과
Issue Date
2015-02
Publisher
서울대학교 대학원
Keywords
consumer information searchnew product adoptionnetwork effectsdynamic structural models
Description
학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2015. 2. 송인성.
Abstract
I develop a dynamic structural model to explain consumers web search and purchase behavior in adoption of a new durable product in markets with network effects. In the model, consumers engage in pre-purchase web searches to form expectations on the network size of each brand, and optimize their purchase timing and brand choice based on those expectations. Decisions on web searches and purchases are the outcome of dynamic utility maximizing behavior. I apply the model to the online search volume data from Google Trends and the sales data from the U.S. video game console industry. The model is estimated with Nested Fixed Point algorithm, and the estimation results indicate that consumers are classified into three segments with different intrinsic preferences for each brand, sensitivity to information from web search, and search cost. In a policy simulation, I quantify the impact of purchasing a competitors brand name as a keyword for search advertising and draw managerial implications regarding keyword search advertising strategies.
Language
English
URI
https://hdl.handle.net/10371/124540
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
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