博碩士論文 994203012 詳細資訊




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姓名 林暐勝(Wei-Sheng Lin)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 線上消費者購買行為之RFM分析-以“露天拍賣”的流行女裝為例
(RFM Analysis of Purchasing Behavior of Online Consumers on Women's Fashion Clothing at Ruten Auction Website)
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摘要(中) 在台灣61.4%的網路族群有網路購物的經驗,只有28.6%的線上賣家已經獲利。因此,瞭解線上消費者的購買與再購行為,有助於電子商務業者找出潛在的回流顧客,進而降低成本、增加營收。行銷領域的RFM模型已經被廣泛地應用在消費者行為的實務和研究,本研究進一步考量拍賣平台所提供的公開資訊,包括評價、已上架時間、已購買次數、問與答筆數等,以建立一個以RFM模型為基礎的線上消費者再購行為影響因素的研究模型。
本研究使用網頁內容探勘的方式,蒐集台灣露天拍賣中流行女裝類別商品在 2012/4/1~2012/5/31期間的真實交易資料,並以邏輯斯迴歸進行資料分析。其結果發現RFM模型與上次交易買家給予賣家的評價對於再購均有顯著的影響。本研究的管理和實務意涵對於網購平台業者和線上賣家有非常務實的建議。
摘要(英) With 61.4% Internet users have ever purchased from online stores, only 28.6% online stores are making a profit. Therefore, understanding the purchase and repurchase behaviors of online consumers can help e-commerce businesses to identify potentially returning customers, thereby reducing costs and increase revenues. Given that RFM model has been widely adopted in marketing practice and research, this study takes a step further to consider other public information available at the platform, including the ratings, the elapsed on-shelf time, the number of purchased, and the number of Q&A’s, to established a research model on the repurchase behavior of online consumers based on the RFM model.
Using web content mining technique we collected real transaction data of “women’s fashion clothing” from Taiwan’s Ruten auction website from April 1 to May 31 of 2012. Through the logistic regression analysis, we found that the factors of RFM model and the rating given by the buyer in the last purchase have significant impacts on repurchase. The managerial and practical implications of this study are suggested to platform businesses and online sellers.
關鍵字(中) ★ RFM模型
★ 交易評價
★ 再購行為
★ 網路購物
★ 線上消費者
關鍵字(英) ★ Rating
★ Online shopping
★ Repurchase
★ Online consumers
★ RFM model
論文目次 摘要 v
Abstract vi
致謝辭 vii
目錄 viii
表目錄 x
圖目錄 xi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題和目的 4
1.3 研究架構 5
第二章 文獻探討 6
2.1 線上購物 6
2.2 忠誠度與再購行為 8
2.3 RFM模型 12
2.4 滿意度 14
2.5 已上架時間 17
2.6 從眾行為 21
第三章 研究方法 25
3.1 研究模型 25
3.2 研究假說 26
3.2.1 再購行為 26
3.2.2 RFM模型 27
3.2.3 上次交易買方給予賣方的評價 29
3.2.4 已上架時間 29
3.2.5 從眾行為 30
3.3 研究設計 31
3.3.1 資料蒐集 32
3.3.2 Yahoo!奇摩拍賣平台和露天拍賣平台的拍賣機制 34
3.3.3 資料耙取過程 35
3.4 資料分析方法 40
第四章 資料分析 43
4.1 資料整理 43
4.2 描述性統計 47
4.2.1 兩次交易的時間間隔 47
4.2.2 買賣雙方過去的交易總次數 48
4.2.3 買賣雙方過去的交易總金額 49
4.2.4 買賣雙方過去的平均交易金額 51
4.2.5 上次交易買方給賣方的評價 52
4.2.6 已上架時間 53
4.2.7 已購買次數 55
4.2.8 問與答筆數 57
4.3 假說檢定 59
4.4 小結 63
第五章 結論與建議 66
5.1 研究結果與結論 66
5.2 研究貢獻 70
5.2.1 學術意涵 70
5.2.2 管理意涵 71
5.3 研究限制 72
5.4 未來研究建議 73
參考文獻 74
一、 英文文獻 74
二、 中文文獻 79
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指導教授 何靖遠(Chin-Yuan Ho) 審核日期 2012-7-25
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