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Peer Effects in Service Usage

Title
Peer Effects in Service Usage
Author
송상영
Keywords
Peer effects; Social Contagion; Quantile Regressions; Instrumental Variables
Issue Date
2017-04
Publisher
한국마케팅학회
Citation
아시아마케팅저널, v. 19, no. 1, page. 35-54
Abstract
Researchers in marketing, sociology, and economics have been interested in the role of social interactions in consumer choice and consumption behaviors. Social interactions, labeled variously as peer effects, social contagion, and neighborhood effects, have important implications for firms’ allocation of marketing efforts. In this research, we test and provide empirical evidence for peer effects in consumers’ service usage in the context of gym-going behaviors. Using a detailed individual-level membership and attendance data at one of the largest health club chains in the U.S., we document that a focal member’s gym-going behavior is influenced by the behaviors and characteristics of the peers at the same branch.
URI
http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE07173185&language=ko_KRhttps://repository.hanyang.ac.kr/handle/20.500.11754/113874
ISSN
1598-7868
DOI
10.15830/amj.2017.19.1.35
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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