||消費者の閲覧・購買行動の予測における多様性変数の提案 : 行動の多様性の理論的背景と他指標との検討
Predicting Consumer Purchase in Competing Firms using the Variety of Online Behavior : An Examination of the Theoretical Background Compared to RFMC
新美, 潤一郎NIIMI, Junichiro
55 , 2018-03-25 , 名古屋大学大学院経済学研究科
Both in academia and practice various methods of Customer Relationship Management (CRM) have been in use especially RFMC (Zhang et al., 2014) which is recently proposed as a novel method due to its high performance of predicting competitive purchase. However, it still has difficulty identifying consumer heterogeneity compared to variety variables proposed by NIIMI and HOSHINO (2015, 2017a). The aim of this study is to examine the theoretical background of the variety of consumers online and offline behaviors according to the existing literature. We expand RFMC with the advantage of variety variables and compare the performances between three models based on RFMC and variety variables.