Impulse Buying and Its Migration Path Analysis–Take Database of Credit Card as example
Date Issued
2015
Date
2015
Author(s)
Siao, Chun-Chang
Abstract
This main idea of this study is trying to estimate the impulse buying attitude and their migration behavior with database marketing and statistical method, which is based on a domestic bank’s database of credit card customer. In the first, we established individual user’s Transition Probability Matrix with Markov Chain and Hierarchical Bayesian Model to predict the future states of them with an average hit rate 66.5%. Second, we set 6 meaningful migration paths and analyze the relation between the transition paths and demographic variable. Though this analysis, we could realize the impulse buying behavior and help the bank plan their marketing strategy and evaluate the value of their customer.
Subjects
Database Marketing
Markov Chain
Hierarchical Bayesian Model
Impulse Buying
Type
thesis