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中文摘要：
通过构建随机过程模型,对国内某网上商城的消费者实际消费面板数据进行了分析,分解出在线消费者的习惯持续效应,从而可以剖析在线渠道下消费者品牌选择的习惯持续行为机理。研究发现：①在线渠道下消费者存在习惯持续效应,习惯持续可以通过随机过程模型进行有效地分离并识别;②习惯持续效应对消费者的品牌选择有显著影响,因此应该尽可能培养消费者的购买习惯;③在形成习惯持续效应的同时,应注重提升消费者对产品的内在偏好。
英文摘要：
This paper constructed a stochastic process model.Then it applied to analyze actual consumption panel data of online consumers from a famous online mall in China.The paper isolated the habit persistence of online consumers,so that the habit persistence mechanism of consumer brand choice has been analyzed.The study revealed： ① Online consumers have habit persistence which can be effectively identified by stochastic process model;② The habit persistence has significant impact on online consumer brand choice. Therefore,online dealers should aim to cultivate habit of the online consumers;③ Online dealers should promote the intrinsic preference of consumers while forming habit persistence of consumers.
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