博碩士論文 105421049 詳細資訊




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姓名 鄭楊叡(Yang-Ruei Jheng)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 以CNN方法結合信任與忠誠度預測再購行為之研究
(Applying CNN on trust and loyalty data to predict customer purchasing behavior)
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摘要(中) 在過去大部分的研究都是採用問卷的方式進行研究。然而,在很多情況下參與者並不願意填寫很長的問卷,導致問卷收集無效。在本研究我們將採用資料驅動的方式從ERP系統中萃取出有價值的資訊。藉由確認信任與忠誠度的關係我們驗證了我們的信任與忠誠度的操作定義。此外,我們採用信任與忠誠度當我們的獨立變數以及藉由卷積類神經網路演算去預測顧客的消費者再購行為。此結果顯示與SVM和回歸方程相比,都有較高的準確率。
摘要(英) The prediction of customer’s repurchasing behavior provides competitive advantage to companies. In e-commerce, the trust and loyalty are key factors influencing repurchasing behavior. Therefore, the aim of this study was to use data driven based methodology to compute trust and loyalty and to predict repurchasing behavior with these values.
In the past, most researches replied on questionnaires to collect customer loyalty and trust. The drawback of this approach is that participants may not be willing to fill the lengthy questions which resulted in low data collection rate and even low quality of data being collected. In this study, we extract the information from ERP systems and defined formula to compute trust and loyalties. The values of trust and loyalty are treated as independent variables and being applied to Convolutional Neural Network (CNN) to predict customer’s repurchase behavior. The accuracy of the prediction reached 84%
關鍵字(中) ★ 信任
★ 忠誠度
★ 再購行為
★ 資料驅動
★ 卷積類神經網路
關鍵字(英) ★ trust
★ loyalty
★ data-driven
★ CNN
★ repurchase behavior
論文目次 國立中央大學圖書館 I
論文指導教授推薦書 II
論文口試委員審定書 III
中文摘要 IV
ABSTRACT V
目錄 VI
表目錄 VIII
圖目錄 IX
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1-3研究架構 3
第二章 文獻探討 4
2.1 信任 4
2.2 忠誠度 6
2.3信任&忠誠度 7
2.4 忠誠度&再購意圖 8
2.5再購意圖&再購行為 8
2.6 預測方法 8
第三章 研究方法 9
3.1 研究設計 9
3.1.1信任(TRUST) 9
3.1.2忠誠(LOYALTY) 12
3.1.3再購行為 12
3.2 CNN(CONVOLUTIONAL NEURAL NETWORK) 13
第四章 實驗 16
4.1 資料集 16
4.1.1 資料整理 16
4.2資料分析實驗結果 17
4.2.1共線性檢定 17
4.2.2信任&忠誠度 18
4.2.3 忠誠度&再購行為 20
4.2.4 CNN TESTING 21
4.3精確度比較 23
第五章 結論與限制 24
5.1結論 24
5.2限制 25
參考文獻 26
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指導教授 許秉瑜(Ping-Yu Hsu) 審核日期 2018-7-6
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