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題名:城、鄉大學生網路購物市場之顧客價值分析
書刊名:顧客滿意學刊
作者:蔣文育
作者(外文):Chiang, Wen-yu
出版日期:2009
卷期:5:2
頁次:頁103-126
主題關鍵詞:顧客價值Apriori演算法RFM模型Customer valuesSOMApriori algorithmRFM model
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:19
  • 點閱點閱:109
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。
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.
期刊論文
1.汪美香、葉桂珍(20001200)。消費者屬性、網站滿意度與網路購物意願關係之研究。企業管理學報,48,121-137。new window  延伸查詢new window
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會議論文
1.陳虹君、張舜德(2003)。銷售資料挖掘與顧客關係管理整合之研究--以製藥業爲例。2003電子商務與數位生活研討會。台北市:實踐大學。  延伸查詢new window
2.羅巧芳、鄭易英、吳信宏、張苑惠(2006)。應用資料探勘於戶外活動用品專賣店之顧客價値分析。第十二屆全國品質管理研討會。台中:勤益技術學院。  延伸查詢new window
3.曾士育、李昇暾、徐明龍(2004)。以自組織映射圖神經網路探究台股投資決策。第十五屆國際資訊管理學術研討會。桃園:中原大學。  延伸查詢new window
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