电子商务平台下的竞争产品市场结构研究

doi:10.12052/gdutxb.190082

Abstract

Abstract: The purpose of identifying the competitive product market structure is to understand the competitors and the competitive edge of the products. Consumers' browsing behavior is studied to discuss the relationship between consumer involvement and product sales. Resorting to the real clickstream data from an e-commerce website, the focal product market structure is modeled by multidimensional scaling technique (MDS) and K-mean clustering. It is found that dimension1 axis processed by MDS intuitively revealing product sales has a positive relation with the degree of consumer involving with product, that is, the competitive edge of the product. This study contributes to theoretically understanding product market structure through consumer involvement, and helps enterprises to detect their brand/product positioning and market competitive edge in time to adjust product supply plan.

Key words: market structure, competition edge, product involvement, Multidimensional Scaling Technique (MDS), K-means clustering

CLC Number:

F713.8

Fan Meng-ting, Liu Hong-wei, Gao Hong-ming, He Rui-chao. A Research on Competitive Product Market Structure of E-commerce Platform[J].Journal of Guangdong University of Technology, 2019, 36(06): 32-37.

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