Research on Online Customer Purchase Stickiness

摘要：

　　Through analysis of the priority in activity mechanism and new customers dynamic growth in customer purchase behavior and deduce of customer repeat purchase according to the mean field theory,this paper discovers regularity that the customer purchase frequency obeys the power law distribution.Empirical data shows that this model can represent the real repeat purchase process well.Based on the model and the purchase behavior mechanism this paper advances the concept of purchase stickiness and relative calculation methods,moreover,with the help of the characteristics of power law distribution this paper analyzes the change regularity of purchase stickiness.This study shows that the concept of purchase stickiness will provide new ideas and methods for online customer management.

关键词： Repeat Purchase Behavior Power Law Distribution Priority in Activity Purchase Stickiness

作者: LU Meili YE Zuoliang

作者单位: School of Business Administration,Shanxi University of Finance and Economics,Taiyuan 030006,China School of International Business,Southwestern University of Finance and Economics,Chengdu 611130,Chi

会议类型: 国际会议

会议名称: China Marketing International Conference 2019 (2019中国市场营销国际学术年会)

会议地点: 广州

会议语种:英文

页码: 34-56

在线出版日期: 2019-07-22（万方平台首次上网日期，不代表论文的发表时间）