Comparing methods to separate treatment from self-selection effects in an online banking setting

Sonja Gensler; Peter Leeflang; Bernd Skiera

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Comparing methods to separate treatment from self-selection effects in an online banking setting

机译：比较在网上银行环境中将处理与自我选择效果分开的方法

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摘要

The literature discusses several methods to control for self-selection effects but provides little guidance on which method to use in a setting with a limited number of variables. The authors theoretically compare and empirically assess the performance of different matching methods and instrumental variable and control function methods in this type of setting by investigating the effect of online banking on product usage. Hybrid matching in combination with the Gaussian kernel algorithm outperforms the other methods with respect to predictive validity. The empirical finding of large self-selection effects indicates the importance of controlling for these effects when assessing the effectiveness of marketing activities.

机译：文献讨论了控制自我选择效果的几种方法，但是对于在变量数量有限的情况下使用哪种方法几乎没有指导。作者通过调查网上银行对产品使用的影响，从理论上比较并凭经验评估了这种类型设置中不同匹配方法以及工具变量和控制功能方法的性能。在预测有效性方面，结合高斯核算法的混合匹配优于其他方法。大的自我选择效应的经验发现表明，在评估营销活动的有效性时，控制这些效应的重要性。

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来源
《Journal of Business Research》 |2013年第9期|1272-1278|共7页
作者
Sonja Gensler; Peter Leeflang; Bernd Skiera;
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作者单位

Department of Marketing, University of Groningen, Post Box 800, 9700 AV Groningen, The Netherlands;

Department of Marketing, University of Groningen, Post Box 800, 9700 AV Groningen, The Netherlands LUISS Guido Carli, Rome, Italy;

Electronic Commerce, Department of Marketing, University of Frankfurt, Grueneburgplatz 1, 60323 Frankfurt am Main, Germany;

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正文语种 eng
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关键词
Self-selection effects; Matching methods; Instrumental variables method; Control function method; Online use;

机译：自选效果;匹配方法;工具变量法;控制功能方法;在线使用;

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Comparing methods to separate treatment from self-selection effects in an online banking setting

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