以擴充RFM模型探討海峽兩岸消費者在網路購物之再購行為研究

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陳慧玲(Hui-ling Chen) 查詢紙本館藏

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資訊管理學系

論文名稱

以擴充RFM模型探討海峽兩岸消費者在網路購物之再購行為研究
(An Augmented RFM Model of the Cross-Strait Consumers’ Repurchase Behavior in Online Shopping)

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摘要(中)

網路購物成長快速早已成為電子商務業者的兵家必爭之地，了解線上消費者的購物行為成為電子商務業者獲利的必要功課。由於增加顧客留住率可以提高獲利，加上開發一位新顧客的成本遠高於留住一位舊顧客的成本，因此若能掌握消費者向同一個賣家再度購買的可能性以及在同一購物平台再購的機率均有助於業者了解消費者行為，進而掌握有價值的顧客，方便推動目標行銷或精準行銷。本研究是以中國最大的電子商務淘寶網以及台灣前兩大之Yahoo!奇摩拍賣及露天拍賣平台為對象，針對網路購物成交最熱絡的商品類別─女裝，進行兩岸電子商務消費者再購行為的比較分析。研究目的在藉由女裝商品的真實交易資料，建構以RFM模型為基礎的賣家再購和平台再購預測模型，並分析兩岸電子商務中消費者再購行為的異同。
再購行為預測模型的預測變數包括最近交易時間間隔、交易次數、交易總金額、平均交易金額，以及買家最近給的評價等五個變數。本研究結果顯示Yahoo!奇摩拍賣的賣家再購比例和平台再購比例在三個平台中均為最高，其次是露天拍賣，淘寶網的再購比例最低。買家的轉換賣家比例由高至低的順序也和平台的再購比例一樣，顯示Yahoo!奇摩拍賣的消費者行為既有最高的賣家忠誠行為，卻也有很高的賣家轉換比例，呈現多忠誠的消費行為。二元羅吉斯迴歸結果顯示，平台的所有預測變數和賣家再購及平台再購均呈現顯著地相關。本研究也以集群分析找出各平台最有價值顧客的特性。本研究發現是基於網路購物平台的真實交易資料，各平台消費者的再購行為及其預測模型，可供平台業者和電子商務賣家作為顧客關係管理和商品行銷的參考。

摘要(英)

The fast growing online shopping has turned into a battlefield for many e-commerce (EC) businesses. They must understand their customers’ purchase behavior in order to make a profit. Given the fact that the increase in customer’s retention rate can lead to higher profit and the cost of acquiring a new customer is higher than that of retention of an existing customer, the EC businesses can understand their customers’ behavior and assess customers’ value in order to initiate target marketing or precision marketing by capturing the probability of revisiting the same seller by a customer and repurchase at the same e-marketplace. Taking China’s largest EC platform—Taobao, and Taiwan’s top two platforms—Yahoo Taiwan Auction and Ruten Taiwan Auction as our research targets, and focusing on the most popular trading categories—women’s apparel, we conduct a comparative analysis on the cross-strait EC consumers’ repurchase behavior. The purpose of this research is to establish a RFM-based prediction model of consumers’ seller repurchase and platform repurchase by analyzing the actual transaction data of women’s apparel and to compare the cross-strait EC consumers’ repurchase behavior.
The repurchase behavior prediction model consists of five predictors, including the recency, the freguency, the total amount, the average amount, and the consumer’s last rating. The research findings show that in terms of repurchase rate, Yahoo! is the highest, followed by Ruten, and Taobao is the lowest. Interestingly, the consumer’s seller switching rate in descending order is also Yahoo!, Ruten, and Taobao, which indicates the consumers at Yahoo! exhibit multi-loyalty behavior with both high repurchase rate and high seller switching rate. The Logistic regression shows that all the predictors in the seller repurchase and the platform repurchase prediction model of Yahoo!, Ruten, and Taobao are statistically significant. We also use cluster analysis to identify the characteristics of the most valuable customers at the three different platforms. All of our findings are based on actual transaction data of online shopping web sites, the repurchase behavior of online consumers and its prediction model can be used by EC businesses and platform businesses for consumer relationship management and merchandise sales and marketing.

關鍵字(中)

★ 再購行為
★ 賣家再購
★ 平台再購
★ RFM模型
★ 網路購物

關鍵字(英)

★ Repurchase Behavior
★ Seller Repurchase
★ Platform Repurchase
★ RFM Model
★ Online Shopping

論文目次

誌謝…………………………………………………………………………iii
中文摘要……………………………………………………………………..iv
英文摘要.........................................................................................................v
表目錄……………………………………………………………………….ix
圖目錄………………………………………………………………………xi
附錄…………………………………………………………………………..xii
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的與研究問題 4
1-3 論文架構 4
第二章文獻探討 6
2-1 網路購物與再購 6
2-2 消費者決策模式 9
2-3 RFM模型 12
2-4 評價機制 14
第三章研究方法 17
3-1 研究模型 17
3-2 研究假說 19
3-2-1再購行為 19
3-2-2 RFM模型 21
3-2-3　評價 22
3-3 研究設計 25
3-4 資料蒐集 26
3-4 資料分析方法 36
第四章資料分析 38
4-1 資料整理 38
4-1-1 淘寶拍賣平台 38
4-1-2 Yahoo奇摩拍賣平台 39
4-1-3 露天拍賣平台 39
4-2 資料分析與假說檢定 42
4-2-1 描述性統計 42
4-2-2 假說檢定 47
4-2-3 三平台比較分析 54
4-2-4 集群分析 57
4-3 小結 61
第五章結論與建議 62
5-1 研究結論 62
5-1-1三平台再購行為的比較 62
5-1-2 有價值顧客 65
5-1-3 賣家再購與平台再購之比較 67
5-2 研究貢獻 67
5-2-1 學術意涵 68
5-2-2 管理意涵 69
5-3 研究限制及未來研究方向 69
參考文獻…………………………………………………………….…………71
附錄1 …………………………………………………………………………….77
附錄2…………………………….……………………………………………79

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何靖遠、陳慧玲、林暐勝、陳志鴻、刑哲源、林旭敏(2014b)，以實際交易資料探討露天拍賣線上消費者平台再購行為之相關因素，數據分析，9(5),已接受。
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指導教授

何靖遠(Chin-yuan Ho)

審核日期

2014-8-28

推文