자료유형  

 학위논문

Control Number  

0017160944

International Standard Book Number  

9798382741529

Dewey Decimal Classification Number  

640

Main Entry-Personal Name  

Zhang, Chengjun.

Publication, Distribution, etc. (Imprint  

[S.l.] : Georgetown University., 2024

Publication, Distribution, etc. (Imprint  

Ann Arbor : ProQuest Dissertations & Theses, 2024

Physical Description  

111 p.

General Note  

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

General Note  

Advisor: Rust, John.

Dissertation Note  

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

Summary, Etc.  

요약This 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.

Subject Added Entry-Topical Term  

Home economics.

Subject Added Entry-Topical Term  

Finance.

Index Term-Uncontrolled  

Consumer clickstream

Index Term-Uncontrolled  

Consumer heterogeneity

Index Term-Uncontrolled  

E-commerce

Index Term-Uncontrolled  

Machine learning

Index Term-Uncontrolled  

Multi-layer perceptron

Index Term-Uncontrolled  

Recurrent neural network

Index Term-Uncontrolled  

Personalized discount

Added Entry-Corporate Name  

Georgetown University Economics

Host Item Entry  

Dissertations Abstracts International. 85-11B.

Electronic Location and Access  

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Control Number  

joongbu:657206