This thesis consists of three essays in quantitative marketing, focusing on structural empirical analysis of consumer behavior. In the first essay, he investigates the role of a consumer's skill of product usage, and its imperfect transferability across brands, in her product choice. It shows that experienced consumers have higher but more specialized demand towards high-end products. The second essay investigates a consumer’s choice of considering a product before purchase. Because consideration is costly in effort, the consumer will purchase fewer products than she likes, and firms have to compete on price to prevent being excluded from consumer consideration. In the third and final essay, Yufeng investigates why the choice to shop online is increasingly sensitive to changes in shopping distance. He finds that the major driving force of this is the reduction in perceived risk to online shopping, when a consumer gains experience in doing so.
|Qualification||Doctor of Philosophy|
|Award date||24 Jun 2015|
|Place of Publication||Tilburg|
|Publication status||Published - 2015|