Discrete choice models have been widely used in marketing research since 1980s and have played an indispensible role in advancing marketing science during the past thirty years. This paper reviews related literature that contribute to the developments and applications of discrete choice models in marketing. We review the theoretical foundations of discrete choice models and discuss the key assumptions and model features of traditional logit and probit models. Building on the discussion, we highlight the limitations of the traditional discrete choice models and the major developments over the past thirty years that extend discrete choice models to overcome those limitations. Finally, we discuss the contribution of this research and conclude the paper with thoughts on future research directions. This paper intends to help marketing science researchers better understand the discrete choice models and the recent advance of them, and encourage the further developments and applications of those models.

Sales forecasting is very important for decision-making and strategy management of firms. However, sales forecasting is a challenging problem due to the fact that sales are influenced by many internal and external factors. The traditional forecasting models usually use the historical sales and product attributes to predict the future sales, rarely utilizing the sales information of other related products. This paper applied market basket analysis (MBA) to explore the correlation between different categories. Then we constructed the network of the categories and utilized the sales of the associated categories to enhance the prediction accuracy of the focal category. In order to solve the endogeneity problem during the prediction process, we adopted vector auto regression (VAR) to model the forecasting problem. In addition, the influences of the holiday and weekend were incorporated in the model. Our forecast model was applied to the sales data from a supermarket in China. The results demonstrated that the proposed method achieved higher forecasting accuracy than traditional methods. Finally, according to the results, some managerial suggestions were proposed for the inventory management and marketing decision.

With the growing prevalence of phantom products phenomena, it hasn’t only brought manufactures or Merchants important transformations of marketing philosophy and strategy, but also brought consumers important effect on consuming psychologies and behaviors. On the exposure of different advertisement message framing of phantom products presented by manufactures or merchants, consumers will produce different information processing and cognition reaction, and finally produce an important impact on consumers’ purchasing intention. Across two experiments, we found that the negative message framing advertisement promoted greater intention to purchase phantom product than the positive message framing advertisement, but the process would be moderated by construal level and produced matching effect between advertisement message framing and construal level. Meanwhile, we also found that perceived scarcity would mediate the influence of advertisement message framing on consumer’ purchasing intention toward phantom product, and moreover the mediating process was also moderated by construal level and generated matching effect between advertisement message framing and construal level. The findings would not only deepen and perfect the phantom product theory, and but also enhance the manufactures’ or merchant’s operating ability to market phantom product and improve consumer’ rationality to purchase or consume phantom product.

Online product reviews and related reviewers’ information are considered the most essential resource of electronic commerce. Although online reviews and third-party sites are perceived to be independent and unbiased, many studies have confirmed the existence of different types of biases in the product reviews. We use the Hodrick-Prescott Filter to estimate the bias in online third-party product reviews, and analyze the characteristics of the bias using ARMA model and impulse response function. Then discuss the influence factors of biases using movie panel data, proved the existence of sequential bias and which depends on.

The proposition of strategic corporate social responsibility emphasized long-term orientation in managing CSR activities. As the focal point of both academic researches and business practices, the theme strategy of CSR aroused wide attention. However, extant studies concentrated more on the selection of the theme of CSR activities, such as the fitness between CSR activities and the core business, thus largely neglecting the consistency of the theme. Whether the enterprise should adopt a consistent theme strategy or should participate in different social programs and how do customers response to different theme consistent strategy are still lacks of researches. Therefore, in this paper, through two progressive experiments, the significant influences of theme consistency on consumer CSR association was demonstrated and consumer’s perceived motivation of CSR was found to play part of mediation role. Moreover, the moderation effect of the communication channel of CSR information was found to be important to strength the influence of the theme consistent strategy.

The popularity of Internet has made virtual brand community an important way of brand and product information transmission, where people communicate the brand and product knowledge in the community, express feelings for brands and products. The more members the virtual brand community has, the more knowledge exchange between members and greater effects on brand and product promotion there will be. Therefore, it is of certain significance to explore ways of promoting the virtual brand community to potential members, as well as expanding the number of community members. In this paper, the virtual brand community is classified into knowledge contribution and knowledge acquiring. By incorporating the social capital theory into virtual brand communities, the present paper builds an influence model of knowledge sharing on the promotion of community from the perspective of social capital, and conducts an empirical analysis through the questionnaire survey method. The results show that, in the virtual brand community, social capital exerts positive influence on knowledge donation and knowledge collection, both of which greatly facilitate the community promotion.

Compared with the traditional word of mouth, electronic word-of-mouth (eWOM) is characterized by strong availability, high speed, broad range and great influence. These characteristics make eWOM exert more evident impact on marketing, which also amplify the negative impact of network service failure on customers and merchants. As a result, eWOM and online service recovery quality has received extensive attention in the business and academia. Based on three angles that measure online service recovery quality, i.e. the outcome quality, process quality and interaction quality. This research constructs a conceptual model among online service recovery quality, satisfaction with service recovery and customers’ eWOM, and puts forward a series of research hypotheses. Furthermore, we use partial least squares (PLS) of structural equation model to verify these research hypotheses. Our results indicate that service recovery quality and their satisfaction with service recovery all have a significant influence on customers’ positive eWOM recommendations. Moreover, satisfaction with service recovery has a mediation effect between service recovery quality and positive eWOM recommendation. We also show that the relationship between customer satisfaction with service recovery and customers’ internal eWOM activities presents "U" shape and customer satisfaction with service recovery has no significant effect on the external eWOM activity. The findings of our study fill the gaps in existing theories and provide valuable references for managers of online shopping websites.

Based on the 9 set authority of electronic service quality scale, 10 electronic service quality dimensions of page design, website information, ease of use, reliability, product selection and supply, privacy and security, customer service, virtual community, entertainment experience and economy is extracted. Then with a sample of 500 consumers, a survey is conducted to test the relationship among e-loyalty, website attachment, relationship quality, electronic service quality. The results show that the electronic service quality influence website attachment (adjusted R2=0.46), relationship quality (adjusted R2=0.66) and e-loyalty (adjusted R2=0.42) positively, web attachment and relationship quality influence e-loyalty positively. At the same time, the 88% influence between electronic service quality and e-loyalty is mediated by the relationship quality and website attachment, which means that the relationship quality and website attachment play an very effective intermediary role between the electronic service quality and e-loyalty.The empirical research results further show that the functional value of electronic service quality mainly influence the e-loyalty through relationship quality (cold) , and the emotional value of electronic service quality mainly influence the e-loyalty through the website attachment (heat) .

To the international enterprises, turbulence and complexity of market make a higher market demands of adaptation. As the market knowledge development is the basis to build marketing capabilities and also a key factor in improving the adaptation of the enterprise. Based on the marketing ambidexterity perspective, this study introduces marketing exploration and marketing exploitation variables, to explore the market knowledge development to develop its market adaptation mechanisms of international enterprises. Through the 106 international enterprises research and analysis, this study found that: international enterprises through the market knowledge development could improve their marketing and marketing exploration and exploitation capabilities, and thus can improve their marketing capabilities and market adaptation, but excessive dependence on the marketing exploration or marketing exploitation, couldn’t improve those abilities or adaptations; international enterprises need to develop the market on the basis of knowledge, but through the balance of marketing exploration and marketing exploitation activities, could improve their marketing capabilities and market adaptation effectively; international enterprises’ marketing capabilities could significantly increase its market adaptation.