在线零售市场顾客重复购买行为建模与实证研究  

Modeling and Empirical Research on Customer Repeat Purchasing Behavior in Online Retail Market

作　　者：卢美丽[1] 叶作亮[2] 曹翠珍[1] LU Mei-li;YE Zuo-liang;CAO Cui-zhen(School of Business Administration,Shanxi University of Finance and Economics,Taiyuan 030006;School of International Business,Southwestern University of Finance and Economics,Chengdu 611130)

机构地区：[1]山西财经大学工商管理学院,太原030006 [2]西南财经大学国际商学院,成都611130

出　　处：《软科学》2019年第1期134-139,共6页Soft Science

基　　金：国家自然科学基金项目(71571147);教育部人文社会科学项目(17YJA630004;18YJA630071)

摘　　要：考虑在线重复购买强化效应,建立顾客重复购买通用模型。理论和实证分析结果表明,当顾客购买强化效应为线性强化时,其重复购买次数呈现幂律分布;当顾客购买强化效应为亚线性强化时,其重复购买呈现广延指数分布;当顾客购买无强化效应时,其重复购买呈现指数分布。最后,通过重复购买比的概念,结合三种重复购买分布特点,分析顾客再购买的可能性,按重复购买比曲线的趋势特征将顾客划分为提升区、稳定区和衰退区。Considering the reinforcement effect of online repeat purchase,this paper constructs a common model.Results show that,there are reinforcement effects during online purchasing process based on theoretical and empirical analysis, when it is linear,F presents PLD;when it is sub-linear,F presents SED;when there is no reinforcement effect,F presents exponential distribution.Finally,through the concept three distribution characteristics of repeat purchase ratio,it analyzes the possibility of repurchase and divides the customer into promotion,stable and decline area by trend characteristics of repeat purchase ratio curve.

关 键 词：重复购买行为 幂律分布 广延指数分布 购买强化效应 

分 类 号：F713[经济管理—产业经济]