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单次购买金额和购买时间间隔相互独立的假设不符合实际购买行为,看似不显著的相关系数掩盖了两者真实的相互影响;据此而得到的消费总金额分解不能准确地反映顾客店内消费总金额的变化规律。文章在对消费者的购买行为进行微观分析的基础上提出了分解商店消费总金额的模型。该模型刻画了单次购买金额和购买时间间隔的相互作用关系,将商店营销决策中常见的变量引入到模型当中,并把这些变量对于消费总金额的影响分解开来,为准确地分析顾客在商店消费的总金额提供了模型框架和实证方法。
The assumption that the single purchase amount and the purchase time interval are independent does not conform to the actual purchase behavior, and the seemingly insignificant correlation coefficient masks the real interaction between the two; the total amount of consumption decomposition thus obtained can not accurately reflect the in-store consumption The total amount of change. Based on the microcosmic analysis of consumers’ purchasing behavior, the article puts forward a model to decompose the total amount of consumption in stores. The model characterizes the interaction between single purchase amount and purchase time interval, introduces the common variables in store marketing decision into the model, and decomposes the influence of these variables on the total amount of consumption. In order to accurately analyze the customer The total amount spent in stores provides the model framework and empirical approach.