خریدهای مشتریان در بازار آنلاین به آفلاین
ترجمه نشده

خریدهای مشتریان در بازار آنلاین به آفلاین

عنوان فارسی مقاله: یک مدل شمارش کلی در خریدهای مشتریان در بازار آنلاین به آفلاین (O2O)
عنوان انگلیسی مقاله: A Generalized Count Model on Customers’ Purchases in O2O Market
مجله/کنفرانس: مجله بین المللی اقتصاد تولید – International Journal of Production Economics
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی
کلمات کلیدی فارسی: تحلیل های کسب و کار، آنلاین به آفلاین، تکرار خرید، توزیع دوجمله ای بتا/ دو جمله ای منفی، مدل شمارش
کلمات کلیدی انگلیسی: Business Analytics, Online-to-Offline, Repeat Purchase, BB/NBD, Count Model
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus – Master Journals List – JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.ijpe.2017.11.009
دانشگاه: School of Business, University of San Diego, San Diego, CA 92110, USA
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 6.344 در سال 2018
شاخص H_index: 155 در سال 2019
شاخص SJR: 2.475 در سال 2018
شناسه ISSN: 0925-5273
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 31
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: ندارد
کد محصول: E13612
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


1. Introduction


2. Literature review


3. The model


4. Empirical illustration


5. Simulation study


6. Conclusions and discussions


Acknowledgements


Appendix.


References

نمونه متن انگلیسی مقاله

Abstract


In the Online-to-Offline (O2O) ecommerce model, one challenge facing the online business is to predict customers’ future purchases towards each product or subcategory of products, and consequently, coordinate the large amount of offline businesses involved. The main obstacle in doing that originates from the highly diversified services and thus the customer base which offline businesses bring in. The heterogeneity of customers, geographic or demographic, needs to be accurately accounted for. However, although the previous transactions for each customer are well documented, his/her demographic data is difficult or costly to acquire. Traditional wisdom relies on fitting customers into some specific statistical distribution to arrive at a satisfactory stochastic model, which may be accurate, to some extent, at a higher level. This is the case for the classic BetaBinomial/Negative Binomial Distribution (BB/NBD) model on customers’ repeat purchasing in offline context. Nevertheless, to deal with the complex level in customers’ heterogeneity at an O2O business, using specific distribution is inadequate, let alone the mathematical challenges. We propose a new model to deal with the diversity of customers. Using BB/NBD as a starting point, we relax the Beta assumption in the model to include a generalized distribution. The generalization is made possible through using the Gaussian quadrature. The results retain the elegance of stochastic model while at the same time it captures customers’ heterogeneity at a better, granular level. We use a dataset from Ctrip.com, a leading O2O provider in China, to show that the proposed method outperforms the BB/NBD model in both in-sample and out-of-sample predictive performance. Our approach provides a practical solution for O2O practitioners to forecast their future demands.


Introduction


In a typical Online-to-Offline (O2O) business, customers purchase some service online (e.g., order a meal, book a hotel room or a trip through APPs using their cell phones), and consume the service offline through a third party. O2O has several differences with the traditional Business-to-Customer (B2C) model. First, in O2O model, the online business coordinates with the third party to provide service offline. A B2C business, however, provides products to its customers directly. On the other hand, an O2O business is more than an agent or match maker. The online business and the offline service providers take separate roles in the value chain, with online business providing website store front, advertising, order processing and customer support (like hosting online reviews, resolving customers’ issues etc.). The service provider focuses on its core business. In this way, O2O model lowers the bar for offline businesses to enter the online market. Second, the scope of products provided in O2O market is different or wider than the B2C. A B2C business usually deals with physical products. In O2O model, however, offline providers could sell not only products but also their services (e.g., a meal in a restaurant or a stay at a hotel). After smartphones penetrated the world, service products are now “just one touch away”, which leads to the tremendous growth of O2O market.

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