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Essays on Consumer Heterogeneity and Personalized Discounts in an Online Market.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Essays on Consumer Heterogeneity and Personalized Discounts in an Online Market./
作者:	Zhang, Chengjun.
面頁冊數:	1 online resource (111 pages)
附註:	Source: Dissertations Abstracts International, Volume: 85-11, Section: B.
Contained By:	Dissertations Abstracts International85-11B.
標題:	Home economics. -
電子資源:	click for full text (PQDT)
ISBN:	9798382741529

Essays on Consumer Heterogeneity and Personalized Discounts in an Online Market.
Zhang, Chengjun.

Essays on Consumer Heterogeneity and Personalized Discounts in an Online Market. - 1 online resource (111 pages)

Source: Dissertations Abstracts International, Volume: 85-11, Section: B.

Thesis (Ph.D.)--Georgetown University, 2024.

Includes bibliographical references

This thesis delves into consumer heterogeneity in an online marketplace from an empirical lens on business practices. Furthermore, it evaluates the welfare consequences of employing personalized discounts as a strategic marketing approach. The first chapter utilizes comprehensive consumer clickstream data to construct and refine demand models for smartphones on an e-commerce platform. The narrative unfolds through the exploration of increasing levels of consumer heterogeneity, built upon the conditional logit framework. The last model directly leverages consumer historical clickstreams with a recurrent neural network (RNN), offering detailed individual-level preferences and realistic product substitution patterns. This model excels by outperforming other models in both in-sample and out-of-sample fit.The second chapter, building upon the demand model established in the first, conducts a counterfactual analysis that enables the issuance of personalized discounts tailored to individual consumer preference parameters. Using a numerically stable algorithm, this chapter presents empirical evidence that highlights the welfare implications. The findings illuminate a mutually beneficial scenario for firm profitability and consumer welfare, in conditional expected terms.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798382741529Subjects--Topical Terms:

568501
Home economics.
Subjects--Index Terms:

Consumer clickstreamIndex Terms--Genre/Form:

554714
Electronic books.

Essays on Consumer Heterogeneity and Personalized Discounts in an Online Market.
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504 $a Includes bibliographical references
520 $a This thesis delves into consumer heterogeneity in an online marketplace from an empirical lens on business practices. Furthermore, it evaluates the welfare consequences of employing personalized discounts as a strategic marketing approach. The first chapter utilizes comprehensive consumer clickstream data to construct and refine demand models for smartphones on an e-commerce platform. The narrative unfolds through the exploration of increasing levels of consumer heterogeneity, built upon the conditional logit framework. The last model directly leverages consumer historical clickstreams with a recurrent neural network (RNN), offering detailed individual-level preferences and realistic product substitution patterns. This model excels by outperforming other models in both in-sample and out-of-sample fit.The second chapter, building upon the demand model established in the first, conducts a counterfactual analysis that enables the issuance of personalized discounts tailored to individual consumer preference parameters. Using a numerically stable algorithm, this chapter presents empirical evidence that highlights the welfare implications. The findings illuminate a mutually beneficial scenario for firm profitability and consumer welfare, in conditional expected terms.
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