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Consumer Behavior on Online Platform...

An, Eunkyung.

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Consumer Behavior on Online Platforms: Essays on the Role of Online Advertising in Consumer Search and the Role of Financial Rewards in App Usage.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Consumer Behavior on Online Platforms: Essays on the Role of Online Advertising in Consumer Search and the Role of Financial Rewards in App Usage./
作者:	An, Eunkyung.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2024,
面頁冊數:	152 p.
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:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31140545
ISBN:	9798382590455

Consumer Behavior on Online Platforms: Essays on the Role of Online Advertising in Consumer Search and the Role of Financial Rewards in App Usage.
An, Eunkyung.

Consumer Behavior on Online Platforms: Essays on the Role of Online Advertising in Consumer Search and the Role of Financial Rewards in App Usage. - Ann Arbor : ProQuest Dissertations & Theses, 2024 - 152 p.

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

Thesis (Ph.D.)--New York University, 2024.

This dissertation focuses on understanding consumer behavior on online platforms in which consumers use the Internet and mobile applications (apps). The dissertation comprises two research papers that study consumer search behavior and mobile app usage behavior, respectively, using reduced-form and structural analysis approaches. The first chapter examines the role of online advertising in the consumer search process by distinguishing between ad-initiated and organic searches. The second chapter explores the role of financial rewards provided by apps on consumers' app usage behavior in the context of fitness apps. Then, it derives implications of financial rewards on consumers' health outcomes and the advertising profits of fitness apps. In the first chapter, I document that a large fraction of searches happen ad-initiated, which is a passive manner search. In other words, consumers merely react to online advertisements that do not allow them to choose the timing or identity of products to which they will be exposed-in contrast to standard search models, which assume that consumers actively decide on the order, identity, and number of products they search for. I use a clickstream panel data set capturing full URL addresses of websites consumers visit, with a focus on the apparel category, and develop a method to classify clicks into ad-initiated and organic searches. Descriptive analysis results show that (i) ad-initiated clicks account for more than half of all website arrivals, (ii) ad-initiated clicks happen more early on in the consumer search process, and (iii) ad-initiated website visits lead to less in-depth searches, such as fewer clicks and search fewer products, and fewer transactions. These results are consistent with the passive nature of searches and suggest systematic differences between active and passive searches. To account for the differences, I develop a model incorporating both active and passive searches. The estimation results suggest that incorrectly treating all searches as active introduces biases in the value brands that advertise frequently. Recently, some mobile fitness apps have offered financial rewards to assist their consumers in building good habits and pursuing a healthier lifestyle. In the second chapter, I examine the role of financial rewards from both consumers' and fitness app companies' perspectives: (i) consumers' app usage behavior and health outcomes, (ii) advertising profits of fitness apps. I use novel data tracking daily app usage behavior, app installment histories, and daily offline visit records for a panel of consumers in South Korea. With the data, I document the persistence of fitness app usage behavior, which is consistent with the habit-forming nature. I also provide evidence of forward-looking behavior in app usage in response to changes in COVID-19 restriction policies. Furthermore, I demonstrate the effect of adopting paid-to-walk apps on enhancing walking tendencies, with this effect being associated with the frequency of app usage. Finally, I propose a dynamic structural model accounting for rational habit-forming nature and forward-looking behavior observed in the data. Running counterfactual simulations, I find asymmetric results indicating more harm in health outcomes when reducing rewards compared to an increase. Moreover, advertising profit analysis highlights that increasing financial rewards can result in higher profits by offsetting the decrease in advertising margin through increased app usage.

ISBN: 9798382590455Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Consumer search

Consumer Behavior on Online Platforms: Essays on the Role of Online Advertising in Consumer Search and the Role of Financial Rewards in App Usage.
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