請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/62897
標題: | 網路瀏覽行為對購買決策之影響-以Zappos為例 The Effect of Web-Browsing Behavior to Buying Decision -An Example of Zappos.com |
作者: | Wei-Jing Liao 廖韋菁 |
指導教授: | 任立中(Li-Chung Jen) |
關鍵字: | 資料庫行銷,瀏覽行為,網路購物, Database Marketing,Browsing Behaviors,Web-site Shopping, |
出版年 : | 2012 |
學位: | 碩士 |
摘要: | 近年來網際網路購物趨勢不斷的蓬勃發展,企業該如何善用這些富含豐富價值資訊的龐大資料庫,已成為當今重要的議題。因此,本研究透過comeScore資料庫來研究美國知名網路鞋店Zappos.com中所記錄的消費者交易與瀏覽行為資料,分析顧客的網路消費行為特性。
有鑑於此,本研究採用層級貝氏普羅比模型來建立個人化的購買行為預測模型,參數設計包含:造訪時間間隔、累積造訪時間間隔、累積造訪次數、累積瀏覽時間、累積瀏覽頁數等五項重要變數;此外,亦納入人口統計變數去反應未觀察到的顧客異質性;最後,採用集群分析方法,將所有顧客做有效的分群,以利企業能夠更精準行銷顧客。 總而言之,本研究嘗試以Zappos.com中所記載的消費者網路瀏覽與購買交易行為資料來做分析,期望有效提供目前台灣線上網購服飾鞋店作為資料庫行銷之參考依據,未來能以更有效率的方式運用資料庫來強化行銷能力,並加強用戶的線上購物體驗。 In recently years, the trend of online shopping is growing continuously, so how to make good use of huge database has become an important issue. Therefore, this study will use comScore database which records customer purchasing and browsing behaviors on Zappos.com shoes web site in United States to analyze customer behaviors on Internet. Regarding the problem, this study uses Hierarchical Bayes Probit Methodology to construct individual purchasing model, and the five important parameters include: Intervisit Time、Cumulated Intervisit Time、Cumulated Visit Time、Cumulated Duration、Cumulated Paged Views. In addition, this study also applies the demographic variables to response customer heterogeneity that has never been observed. Finally, this study adopts cluster analysis to segment customers which can effectively help enterprises’ marketing planning to ensure precision customer accuracy. In conclusion, this study attempts to use database on Zappos.com to analyze customer purchasing and browsing behaviors, hoping to effectively provide database marketing reference for current shoes or clothing online stores in Taiwan. In the future, they can improve efficiency through database marketing and enhance users shopping experience on Internet. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/62897 |
全文授權: | 有償授權 |
顯示於系所單位: | 國際企業學系 |
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