Spillover effects between competitive brands : based on the comparison of cross-border e-commerce and offline store scenarios

There are many differences between cross-border e-commerce and offline stores, and situational factors have a great impact on consumer behavior. We construct the influencing factor model of competitive brand spillover effect by using 337 questionnaire data to explore whether there are differences in competitive brand spillover effect under different situations, and try to explore the influencing factors causing this difference. The empirical test results show that: product factor (including product characteristics, product price and product differentiation degree) will have an impact on consumers' channel selection; there are significant differences in competitive brand spillover effects between cross-border e-commerce and offline stores. Search methods, advertising competition methods and platform functions have an significant impact on it.