頁籤選單縮合
題名 | 城、鄉大學生網路購物市場之顧客價值分析=Customer Value Analysis of Internet Shopping Market of University Students in Urban and Town |
---|---|
作者 | 蔣文育; Chiang, Wen-yu; |
期刊 | 顧客滿意學刊 |
出版日期 | 20090900 |
卷期 | 5:2 2009.09[民98.09] |
頁次 | 頁103-126 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 顧客價值; Apriori演算法; RFM模型; Customer values; SOM; Apriori algorithm; RFM model; |
中文摘要 | 本研究針對台灣之城、鄉大學學生進行網路購物之市場購買因素探討,目的在於精確掌握大學生網路購物市場之顧客價值。本文網路購物產業中之大學生市場爲研究對象,研究方法採用非監督式類神經分群法之自組織特徵圖(Self-Organizing Map; SOM)對城市、鄉鎮大學生進行網路購物之市場區隔分析,並以區別分析測試其分群之準確度,分群結果發現三個網路購物市場:成本考量、風險考量、以及便利考量。以Apriori演算法分析分群結果、RFM模型、以及城市/鄉鎮地理變數,而分別產生5項與4項位於城市與鄉鎮大學之網路購物顧客價值關聯規則,進而了解大學生消費者之價值與其隸屬之市場,以便業者對其行銷使其等級提昇。 |
英文摘要 | This research discusses the factors of Internet shopping markets of university students in urban and town. The objective is to understand precisely the customer value. Self-Organizing Map (SOM) algorithm was applied to analyze the sample from university students in urban and town. This market can be divided into three clusters. Their features are: cost, risk, and convenience considerations. Apriori algorithm and RFM model were applied to create 5 association rules for student in urban and 4 association rules for student in town. Eventually, this research discovers that upgradeable customers for their value level. Internet shopping industry can promote them to be the higher level. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。