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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 任立中 | |
dc.contributor.author | Chun-Chang Siao | en |
dc.contributor.author | 蕭峻昌 | zh_TW |
dc.date.accessioned | 2021-06-08T00:49:07Z | - |
dc.date.copyright | 2015-08-25 | |
dc.date.issued | 2015 | |
dc.date.submitted | 2015-07-14 | |
dc.identifier.citation | 一、 中文部分
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/18034 | - |
dc.description.abstract | 近年來行銷思潮逐漸轉為一對一行銷,而其中最容易因廣告促銷而購買的客戶往往是俱有衝動性購買傾向高的顧客。因此本研究嘗試以某銀行信用卡資料庫為例,結合資料庫行銷與統計方法,以估計顧客之衝動性購買侵向以及期衝動性購買狀態之遷徙行為。首先,結合馬可夫鏈模型及層級貝氏模型以估計顧客之移轉機率矩陣,以預測顧客未來狀態,達到平均66.5%的擊中率。並設定6條路徑,以逐步回歸分析其遷徙路徑與顧客特質之間的關聯性。本研究之結果將可幫助企業了解其顧客之衝動性購買遷徙情形,並提供模型估計顧客未來之衝動性購買狀態,以利銀行規劃未來行銷策略及對顧客的價值做衡量。 | zh_TW |
dc.description.abstract | This main idea of this study is trying to estimate the impulse buying attitude and their migration behavior with database marketing and statistical method, which is based on a domestic bank’s database of credit card customer.
In the first, we established individual user’s Transition Probability Matrix with Markov Chain and Hierarchical Bayesian Model to predict the future states of them with an average hit rate 66.5%. Second, we set 6 meaningful migration paths and analyze the relation between the transition paths and demographic variable. Though this analysis, we could realize the impulse buying behavior and help the bank plan their marketing strategy and evaluate the value of their customer. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T00:49:07Z (GMT). No. of bitstreams: 1 ntu-104-R02724069-1.pdf: 1933241 bytes, checksum: 4d348c2800e922eca6b32fbf1c833713 (MD5) Previous issue date: 2015 | en |
dc.description.tableofcontents | 目錄
中文摘要 I Abstract II 圖目錄 V 表目錄 VI 第一章 緒論 1 第一節 研究動機 1 第二節 研究問題與範圍 1 第三節 研究流程 2 第二章 文獻回顧 4 第一節 顧客關係管理 4 第二節 資料庫行銷 6 一、 資料庫行銷的定義 6 二、 資料庫行銷的功能 7 第三節 關係管理 8 第四節 衝動性購買行為 9 一、 衝動性購買特徵 9 二、 衝動性購買意圖 10 第三章 研究方法 12 第一節 馬可夫鍊理論 12 一、 馬可夫鏈的定義與假設 12 二、 移轉機率矩陣 13 第二節 層級貝氏模型 14 一、 傳統統計 14 二、 貝氏統計 14 三、 層級貝氏統計 15 四、 貝氏多項式模式 15 第四章 實證研究 19 第一節 資料分析 19 一、 資料前處理 19 二、 衝動性購買行為編碼 19 三、 分析變數選擇 20 第二節 人口統計變數分析 22 第三節 模型推估與預測力分析 30 一、 狀態定義 30 二、 模型估計 30 三、 預測力分析 32 第四節 持卡人消費狀態路徑遷徙分析 33 一、 遷徙路徑定義 33 二、 使用者特質分析 38 第五章 結論與建議 43 第一節 結論 43 第二節 研究限制及未來研究方向 43 一、 研究限制 43 二、 未來研究方向 44 第六章 參考文獻 45 一、 中文部分 45 二、 英文部分 47 | |
dc.language.iso | zh-TW | |
dc.title | 顧客衝動性購買行為及其遷徙路徑分析─以信用卡為例 | zh_TW |
dc.title | Impulse Buying and Its Migration Path Analysis–Take Database of Credit Card as example | en |
dc.type | Thesis | |
dc.date.schoolyear | 103-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 周建亨,陳靜怡 | |
dc.subject.keyword | 馬可夫鏈,層級貝氏模型,衝動性購買,資料庫行銷, | zh_TW |
dc.subject.keyword | Database Marketing,Markov Chain,Hierarchical Bayesian Model,Impulse Buying, | en |
dc.relation.page | 54 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2015-07-15 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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