The Predict Study on Word-of-mouth Receivers Purchase Probability Based on Logit Model
To predict customer word-of-mouth we should first make sure whether the word-of-mouth receivers will buy word-of-mouth information-related products or services in the future. In this paper, the author drew on word-of-mouth communication and consumer behavior-related research to analyze the factors which impact the potential receivers to purchase information-related products or services. And then the author using the Logit model to build a prediction model of word-of-mouth receivers purchase probability. The application results proved that the model proposed in this paper has a better forecasting effect, and the model has a certain reference value in improving the measurement of customer word-ofmouth value.
Word-of-mouth receiver Influencing factors Purchase probability Prediction model
HUANG Chuan CHENG Aiwu
College of Technology and Engineering, Lanzhou University of Technology, China, 730050 School of Management, Xian Polytechnic University, China, 710048
国际会议
天津
英文
9-15
2009-12-12（万方平台首次上网日期，不代表论文的发表时间）