摘要
结合行为执行意向理论,以京东平台为研究对象,在"双十一"和"双十二"购物节期间分别采集5000多种优惠券信息,建构抢劵决策行为预测模型,以揭示消费者在大型购物活动中的决策影响因素及其抢劵行为预测方法。结果显示:①优惠券类别、身份特征、折率、使用条件、品牌特征、面值等变量依次由大到小影响消费者抢劵决策行为;②决策树中各个变量之间存在交叉影响;③抢劵决策树模型得到了较高准确性检验。
This research combines behavioral execution intention theory and takes JingDong Platform as the research object.During the "Double Eleventh" and "Double Twelve" shopping festivals, more than 5000 coupon information were collected respectively.The prediction model of coupon decision-making behavior is constructed to reveal the influencing factors and decision-making process of consumers in large-scale shopping activities.The results show that:the types of coupons, identity characteristics, discount rate, use conditions, brand characteristics, face value and other variables affect consumers’ decision-making behavior in turn from large to small;there are cross-influences among the variables in the decision tree;the decision tree model has been tested with high accuracy.
作者
王林
张柔柔
赵杨
WANG Lin;ZHANG Rou-rou;ZHAO Yang(Institute of Business Administration,Northeastern University,Shenyang 110169;School of Management Experimental Center of Economics and Management,Qinhuangdao 066004;School of Management Northeastern University at Qinhuangdao,Qinhuangdao 066004)
出处
《软科学》
CSSCI
北大核心
2020年第1期70-75,共6页
Soft Science
基金
国家社会科学基金项目(17BGL089)
关键词
执行意向
优惠券
抢购行为
决策模型
电商购物节
implementation intentions
coupons
scare buying behavior
decision-making model
e-commerce shopping festival
