網路造訪行為與瀏覽行為對購買決策影響之研究

Abstract

顧客關係管理的概念對實務界與學術界均有重大影響。隨著顧客交易資料庫的完整越來越高，有許多的研究開始發展不同模型來估計顧客終身價值，而其中以RFM模型最為著名。此外，也有研究將研究聚焦於預測消費者的購買時間間隔(interpurchase time)或者購買金額。然而，在這些研究之中，其所依據的基礎大部分仍僅考慮購買行為(buying behavior)，而忽略了在消費者行為理論當中所提及的購前行為。如同EKB模型所主張，消費者的購買決策並非僅有購買行為，還包括了資訊蒐集與評估行為。這些購前行為主要受消費者決策過程、風險知覺與涉入程度之不同，而呈現異質性。因此，本研究提出一套整合消費者的網路造訪行為與瀏覽行為為基礎的模型，來探討其對購買決策的影響。透過本研究所提出的模型，我們可以觀察到更全面的顧客異質性，並根據這些異質性的造訪行為與瀏覽行為特性，提出相關的行銷意涵。同時，本研究亦比較所提出的模型與傳統購買期間模型的對於個別顧客每次造訪是否會發生購買的預測效度。

The concept of customer relationship management (CRM) has a significant impact on practitioners and academics. With a complete database of customer transactions increasing, the research began to develop many different models to estimate the customer lifetime value (CLV), and the most famous of which is RFM model. There are also researches which focus on the interpurchase time or purchase amount. However, among these studies, the basis on which it purchases the majority still only consider buying behaviors, while ignoring them in the theory of consumer behavior before the behavior of the options mentioned. EKB model, as advocated by consumer purchase decisions are not only buying behavior, it also includes information gathering and evaluation behavior. These acts mainly by consumers before purchase decision-making process, risk perception and involvement of the different, and showed heterogeneity. Therefore, this study proposes an integrated model of consumer visiting behavior and browsing behavior, and to explore the impact of their purchasing decisions. Through our proposed model, we can observe more comprehensive customer heterogeneity, and puts forward the marketing implications based on these heterogeneous behavioral features. At the same time, this study also compares the predictive validity of both the proposed model and the traditional interpurchase time model for each customer visit whether will occur purchase behavior.