2024-03-29T13:27:41Z
https://nagoya.repo.nii.ac.jp/oai
oai:nagoya.repo.nii.ac.jp:00025625
2023-11-13T00:59:22Z
659:853:854:2069
消費者の閲覧・購買行動の予測における多様性変数の提案 : 行動の多様性の理論的背景と他指標との検討
Predicting Consumer Purchase in Competing Firms using the Variety of Online Behavior : An Examination of the Theoretical Background Compared to RFMC
新美, 潤一郎
NIIMI, Junichiro
open access
marketing
applied statistics
share-of-wallet
clickstream data
E-Commerce
Both in academia and practice various methods of Customer Relationship Management (CRM) have been in use especially RFMC (Zhang et al., 2014) which is recently proposed as a novel method due to its high performance of predicting competitive purchase. However, it still has difficulty identifying consumer heterogeneity compared to variety variables proposed by NIIMI and HOSHINO (2015, 2017a). The aim of this study is to examine the theoretical background of the variety of consumers online and offline behaviors according to the existing literature. We expand RFMC with the advantage of variety variables and compare the performances between three models based on RFMC and variety variables.
名古屋大学大学院経済学研究科
2018-03-25
jpn
departmental bulletin paper
VoR
https://doi.org/10.18999/ecos.65.3-4.45
http://hdl.handle.net/2237/00027837
https://nagoya.repo.nii.ac.jp/records/25625
10.18999/ecos.65.3-4.45
http://www2.soec.nagoya-u.ac.jp/bulletin/proceedings/#vol65
0022-9725
経済科学
65
3-4
45
55
https://nagoya.repo.nii.ac.jp/record/25625/files/5_niimi-junichiro.pdf
application/pdf
1.3 MB
2018-04-06