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大学生“双十一”网购行为与预测分析 被引量:2

Analysis,Model Construction and Prediction of UniversityStudents“Double 11”Online Shopping Behavior
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摘要 本文收集了网络消费发达区北京市和广州市两地大学生的问卷数据,通过方差分析发现不同性别的大学生之间消费价值观念有显著差异,月生活费在500元以下的学生对商家营销效果与其他学生存在显著差异。从结构方程模型中可见,大学生自身的价值观念对其忠诚度的影响效果最大。此外,通过构建决策树模型,可以帮助商家预测大学生属于理性型、冲动型或中性型消费者。研究有助于学校引导大学生做出理智的消费决策,同时帮助网络商家针对大学生群体制定营销策略。 This paper collects the questionnaire data of university students in Beijing and Guangzhou in the developed area of network consumption.Through ANOVA,it is found that there are significant differences in consumption values among university students of different genders.Students with monthly living expenses below 500 yuan have significant differences in marketing effect with other students.It can be seen from the structural equation model that university students'own values have the greatest effect on their loyalty.In addition,by constructing decision tree model,it can help merchants to predict that university students belong to rational,impulsive or neutral consumers.The research is helpful for the school to guide the university students to make rational consumption decisions,and to help the network merchants to formulate marketing strategies for the university students.
作者 张彦桐 王蕾 陈奕彤 袁明月 张辉 ZHANG Yan-tong;WANG Lei;CHEN Yi-tong;YUAN Ming-yue;ZHANG Hui(School of Data Science and Intelligent Media,Communication University of China,Beijing 100024,China)
出处 《中国传媒大学学报(自然科学版)》 2020年第4期57-61,共5页 Journal of Communication University of China:Science and Technology
基金 北京市级“大学生创新创业训练计划”项目(201910033027)。
关键词 消费行为分析 结构方程模型 K-MEANS聚类 决策树模型 Analysis of consumption behavior SEM K-means clustering algorithm Decision tree mode
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