Abstract: The study of consumer involvement in products has become a hot issue, yet obtaining competitive intelligence from the structure of the product competitive market has been neglected. To gain a more comprehensive understanding of the competitive market structure of products, product consideration sets are constructed from an involvement theory perspective using online user behavior data as the object. Complex network clustering method is used to visualize the asymmetric competitive market of the product. The results show that the consideration set consisting of consumers' attention involvement of products is the most representative for mapping the product asymmetric competition market. The structure map of the product asymmetric competition market mapped by the complex network clustering method is concise and clear. This market structure map not only identifies the competitors with the focal product, but also maps the degree of asymmetric competition with the competitors of the focal product. In addition, it shows insights such as the popularity of different submarkets, the high level of product competition within the submarkets and the low level of product competition between the external ones. This study demonstrates that this research model is more interpretable than traditional models.

Key words: online consumer behavior, competitive market structure, asymmetric competition, complex network clustering, involvement theory