Consumer’s Social Behavior to Purchase Amount Effect–An Example of e-Retailer Firm in Taiwan
Date Issued
2014
Date
2014
Author(s)
Ji, Li-Huei
Abstract
This study aims to figure out the relationship between customer’s interactive behavior with brand official page on social platform and customer’s purchase amount. Also, this study uses customer’s digital footprint to conduct customer segmentation to assist the enterprise to more precise marketing strategies and interact with customers.
This study combines three part of dataset: e-retailer transaction data of Company M, official fan page of Company M on Facebook, and customer digital footprint of Company M. This study sorts the data of customer digital footprint of Company M to implement factor analysis and cluster analysis. Thus, its customers into three different groups : “Comic favor”, “Nerd and menswear” , and “Group buying”. To measure the interaction between customer and brand on social platform, this study design five independent variables: Number of likes on Marketing post on Facebook, Number of likes on Communication post on Facebook, Number of neutral comment, Number of negative comment, Number of positive comment, and the independent variable is purchase amount, this study uses regression and Hierarchical Bayes models to understand the relationship between them. So as to answer (1) Purchase amount would be affect by which behaviors on social platform? (2)Would purchase amount and the behaviors of each dependent variables be significantly different between the three clusters?
This study wished to provide enterprise and marketing staffs the notion other than database marketing and get more understanding of customer behaviors, as well as interact with customer more appropriately using social platform.
Subjects
社群行銷
購買金額預測
迴歸分析
層級貝氏統計
網路足跡
Type
thesis
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