The Relevance of Consumer Social Behavior and Size of Purchase by Using Hierarchical Bayesian Analysis
Date Issued
2014
Date
2014
Author(s)
Lu, Yun-Hung
Abstract
This study attempts to analyze the behavior of consumers in the size of purchase and its relevance of online social behavior, each consumers is individual and heterogeneity, and by the past history of the transaction data with the facebook fan page data to analyze the particular pattern of one individual consumer its social behavior and also purchase behavior. Through five independent variables to quantify the social behavior, and use hierarchical Bayesian statistical analysis to explore the following themes.
This study acquire the database from the e-retailer in Taiwan, which sells baby and mother products. The database is divided into three types, including e-commerce transaction database, the behavior of the facebook fans page and the time consumer surf on the internet through the Cookie installed on consumer’s computer on, also known as digital footprint. This study attempts to put the size of purchase as dependent variable, while the independent variables are: the numbers of "likes" on the marketing articles, the article of communication, the comment of neutral emotion, the comment of negative emotion and the comment of positive emotion. Information on category variables of consumer surfing internet and then set as the second independent variable, and use the hierarchical Bayesian statistical analysis to explore the following two themes: (1) Will the size of purchase be affected by the social behavior? And (2) whether every beta coefficient is significant differences in category variables?
However, this study may provide marketing personnel a framework for database and social marketing analysis, consumer behavior in the exploration of various sites may not be the same, so they can follow the method of this study to understand consumer social and purchase behavior.
Subjects
資料庫行銷
購買金額預測
社群行為
層級貝式統計
網路足跡
SDGs
Type
thesis
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