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研究生:王子宏
研究生(外文):Tzu-hung Wang
論文名稱:零售業衝動購物行為之探勘
論文名稱(外文):Mining the impulse buying behavior in retail business
指導教授:陳培敏陳培敏引用關係
指導教授(外文):Pei-min Chen
學位類別:碩士
校院名稱:東吳大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:48
中文關鍵詞:資料探勘衝動購買顧客行為
外文關鍵詞:Data miningImpulse buyingCustomer behavior
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近年來顧客行為在行銷領域被廣泛地研究,現在企業分析顧客過去的消費紀錄,找出顧客的購物模式以及偏好產品等購買行為後,投其所好來進行行銷。
而衝動購買(Impulse Buying)則是顧客行為研究最重要的議題之一。1962年美國經濟學家Hawkins Stern定義衝動購買就是沒有詳細計畫的購買,並在做了一系列市場研究後,將衝動購買細分為四種類型:純粹型(Pure)、提醒型(Reminder)、建議型(Suggestion)、與計畫型(Planned)。
在過去數十年間,資料探勘的技術與應用有著顯著的發展,但是將資料探勘技術應用於衝動購買行為的研究,卻是相當的乏善可陳。因此本研究目的在於利用資料探勘之技術找出衝動型購物的顧客,分析其購物行為,進而提出相對應的行銷策略。本篇文章提出了一套利用序列樣式的資料探勘方式,在界定的探勘資料取樣期間,找出顧客的衝動購買行為,以及該衝動購買行為的類型。所得到的結果,可以協助決策者制訂更好的行銷策略,激發顧客的衝動購買行為,以增進企業的營收。
Recently customer behavior has been extensively studied in the marketing field. Many enterprises analyze customers’ data and their transaction records to expose the customer purchasing patterns in order to develop the appropriate marketing strategies.
Impulse buying is one of the most important issues in studying customer behavior. In 1962, U.S. economist Hawkins Stern gave the definition of impulse buying as an unplanned buying behavior and divided this behavior into four categories: pure impulse buying, reminder impulse buying, suggestion impulse buying, and planned impulse buying.
In the past few decades, the technology and applications of data mining have been significantly developed. But there are seldom studies applying data mining technology to impulse buying. This article presents a sequential pattern mining approach to identify the impulse buying behavior of each customer and the category of his/her behavior. The mining results can help decision makers to develop better marketing strategies.
中文摘要................i
英文摘要................ii
目錄...................iii
圖目錄.................v
表目錄.................vi
1. 緒論................1
1.1 研究動機與背景.......1
1.2 研究目的............2
1.3 研究流程與架構.......2
2. 文獻探討.............5
2.1 衝動購買............5
2.1.1衝動購買之應用......7
2.2 資料探勘............8
2.2.1序列樣式探勘........9
3. 研究方法.............11
3.1 研究流程............11
3.2 以條件式定義衝動購買..12
3.3 資料格式............17
3.4 實驗平台與環境.......18
4. 實驗結果.............21
4.1 不同變數下的衝動購買人數..22
4.2 導致衝動購買的商品....23
5. 結論................29
5.1 適用產業............29
5.2參數設置.............31
5.3制定策略.............32
5.4實際應用.............33
5.5後續研究建議..........34
參考文獻................35
[1] 陳培敏、王子宏,一個改進探勘顧客行為改變的方法,第十屆電子化企業經營管理理論暨實務研討會,彰化縣大葉大學,2009
[2] MBA商業智庫,衝動購買,2009。http://wiki.mbalib.com/zh-tw/%E5%86%B2%E5%8A%A8%E8%B4%AD%E4%B9%B0
[3] Bellenger, D.N., Robertson, D.H., Hirschman, E.C., “Impulse buying varies by Product”, J Advertising Res, pp. 8-15, 1978
[4] Bolen, William H., Contemporary Retailing, 1988, third edition, New Jersey, Prentice-Hall
[5] Chan M. S., Han J., Yu P. S., “Data mining: an overview from a database perspective”, IEEE Transactions on Knowledge and Data Engineering, 1996, pp. 866-883
[6] Chen Y.L., Hu Y.H., “Constraint-base sequential pattern mining: The consideration of recency and compactness” Decision Support System, 2006, pp. 1203-1215
[7] Dennis W. Rook and Robert J. Fisher, “Normative Influences on Impulsive Buying Behavior”, JSTOR, pp. 305-313, 1995
[8] Frawley W., Piatetsky Shapiro G., Matheus C., “Knowledge Discovery in Databases: An Overview” AI Magazine, 1992, , pp. 213-228
[9] Han J., Kamber M., Data Mining: Concepts and Techniques, 2007, 2nd edition, Morgan Kaufmann
[10] Hand D. J., Mannila H., Smyth P., Principles of Data Mining, 2001, MIT Press
[11] Hawkins Stern , “The significance of impulse buying today” Journal of Marketing, April, 1962, pp. 59-62
[12] Hoyer, W.D., MacInnis, D.J., Consumer behavior. New York: Houghton Mifflin,1997
[13] Michael A. Jones, Kristy E. Reynolds, Seungoog Weun, Sharon E. Beatty, ”The product-specific nature of impulse buying tendency”, Journal of Business Research,2003, pp.505-551
[14] Mitra S., Pal S. K., Mitra P., “Data mining in soft computing framework: a survey” IEEE Transactions on Neural Networks, 2002, pp. 3-14
[15] Mowen, J.C., Consumer behavior, 1993, first edition, New Jersey, Prentice-Hall
[16] Nina Koski, “Impulse Buying on the Internet: Encouraging and Discouraging Factors”, FRONTIERS OF E-BUSINESS RESEARCH,pp. 23-35, 2004
[17] Roger J. Baran, Robert J. Galka, Daniel P. Strunk, Customer relationship Management,2008, firstedition, United States of America, Thomson South-Western
[18] Rook D.W., “The buying impulse” J Consum Res , September, 1987, pp. 189-199
[19] Sandy Dawson, Minjeong Kim, “External and internal trigger cues of impulse buying online”, Direct Marketing: An International Journal, pp. 20-34, 2009
[20] Srikant, R. and Agrawal, R., "Minging Sequential Patterns: Generalizations and Performance Improvements”, EDBT, pp.3-17, 1996
[21] Welles, G., “We’re in the habit of impulse buying” USA Today, May 21, 1986, pp.1
[22] Zhao Q., Bhowmick S. S., “Sequential Pattern Mining: A Survey”, Technical Report, CAIS, Nanyang Technological University, Singapore, 2003
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