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Title: | 消費者社群行為對其購買金額之影響─以台灣電子商務零售業為例 Consumer’s Social Behavior to Purchase Amount Effect–An Example of e-Retailer Firm in Taiwan |
Authors: | Li-Huei Ji 紀莉惠 |
Advisor: | 任立中(Li-Chung Jen) |
Keyword: | 社群行銷,購買金額預測,迴歸分析,層級貝氏統計,網路足跡, social marketing,purchase amount prediction,regression analysis,Hierarchical Bayes model, |
Publication Year : | 2014 |
Degree: | 碩士 |
Abstract: | 本研究旨在探討消費者於社群平台上與官方品牌之互動行為和消費者購買金額之間關聯性,並利用消費者網路瀏覽足跡(digital footprint)試圖將消費者做區隔(segmentation)以利企業做更精準的行銷策略,更適度與消費者互動。
本研究結合三部分資料:電子商務交易資料、M公司官方臉書專頁資料、M公司消費者網路瀏覽資料;在消費者分群方面,本研究以M公司消費者網路瀏覽資料進行整理,遂得以因素分析後,進而進行集群分析,並將消費者分為三種群別,分別為「動漫喜好群」、「宅宅男裝群」、「省錢團購群」。而為量化消費者於社群平台與官方品牌之互動行為,本研究設計了五項自變數,分別是:消費者於官方臉書專頁對Marketing類Po文按讚次數、消費者於官方臉書專頁對Communication類Po文按讚次數、消費者於官方臉書專頁發表中性評論次數、消費者於官方臉書專頁發表負面評論與消費者於官方臉書專頁發表正面評論次數,而依變數為消費者購買金額,本研究使用迴歸分析方法與層級貝氏統計方法探究自變數與依變數之關係。本研究在探究的主要兩大問題是: (1)消費者的購買金額會受到哪些消費者於社群平台上的行為影響?以及(2)消費者在購買金額與各個自變數之行為模式是否在不同的上網時間的分群變數上有顯著差異? 本研究期望能提供企業經營與行銷人員除了資料庫行銷外的思維,因此其可透過本研究架構,更了解消費者的行為,並善用社群平台與企業資源,更適度與消費者互動。 This study aims to figure out the relationship between customer’s interactive behavior with brand official page on social platform and customer’s purchase amount. Also, this study uses customer’s digital footprint to conduct customer segmentation to assist the enterprise to more precise marketing strategies and interact with customers. This study combines three part of dataset: e-retailer transaction data of Company M, official fan page of Company M on Facebook, and customer digital footprint of Company M. This study sorts the data of customer digital footprint of Company M to implement factor analysis and cluster analysis. Thus, its customers into three different groups : “Comic favor”, “Nerd and menswear” , and “Group buying”. To measure the interaction between customer and brand on social platform, this study design five independent variables: Number of likes on Marketing post on Facebook, Number of likes on Communication post on Facebook, Number of neutral comment, Number of negative comment, Number of positive comment, and the independent variable is purchase amount, this study uses regression and Hierarchical Bayes models to understand the relationship between them. So as to answer (1) Purchase amount would be affect by which behaviors on social platform? (2)Would purchase amount and the behaviors of each dependent variables be significantly different between the three clusters? This study wished to provide enterprise and marketing staffs the notion other than database marketing and get more understanding of customer behaviors, as well as interact with customer more appropriately using social platform. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/58148 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 國際企業學系 |
Files in This Item:
File | Size | Format | |
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ntu-103-1.pdf Restricted Access | 1.72 MB | Adobe PDF |
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