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本研究首先利用随机概率模型对顾客行为黏性以及顾客价值的数据进行拟合,估计出相应参数后通过贝叶斯法则求出其期望值。随后将顾客行为黏性的期望值作为自变量、顾客价值的期望值作为因变量、消费动机作为调节变量,通过回归分析来研究这三者间的关系。研究结果表明,顾客行为黏性显著影响顾客价值,消费动机中的享乐性动机对模型路径有显著的调节作用。持有高享乐性消费动机的顾客其顾客价值主要是由顾客行为黏性中的网站单次访问时长所驱动,而持有低(中)享乐性消费动机的顾客其顾客价值主要由网站访问频率所驱动。
In this study, we firstly use the random probability model to fit the data of customer behavior stickiness and customer value. After estimating the corresponding parameters, we can get the expected value through the Bayesian rule. Then the expected value of the customer behavior stickiness as the independent variable, the expected value of the customer value as the dependent variable, consumption motivation as a regulatory variable, through regression analysis to study the relationship between the three. The results show that customer behavior stickiness significantly affects customer value, and hedonic motivation in consumer motivation has a significant regulatory effect on the model path. The customer value of customers with high hedonic consumption motivation is mainly driven by the single-visit duration of websites in customer behavior stickiness while the customer value of customers with low (middle) hedonic consumption motivation mainly depends on the website visit frequency Driven.