百貨店顧客の購買金額に対するマーケティング施策に関する解析

• 山田 浩喜

  岐阜聖徳学園大学経済情報学部

• 佐藤 忠彦

  岐阜聖徳学園大学経済情報学部

書誌事項

タイトル別名

• An Analysis of the Effects of Marketing Measures on Customer's Purchase Amount in Department Store
• ヒャッカテン コキャク ノ コウバイ キンガク ニ タイスル マーケティング シサク ニ カンスル カイセキ

抄録

We attempt to clarify the mechanism of the amount of money of purchase by each customer in a department store in Nagoya city using the Bayesian regression model. Specifically, we use two types of explanatory variables, “Direct mail”, and “Events”, to research a relationship between the purchase amount and department store's strategy. Direct mail means the number of mails that the department store uses to inform their customers about new items, privileges of card holders, and storewide events. We also add “frequency coming to the store” as explanatory variables. Additionally, we adopt type-1 Tobit model to presume the optimal value for the dependent variable, if the dependent variable in the regression model is zero. Furthermore, we examine the relation between department strategy and the customer's attributes by incorporating customer's attributes into the hierarchical model.

収録刊行物

• 行動計量学

  行動計量学 47 (1), 41-57, 2020

  日本行動計量学会

キーワード

• 百貨店
• CRM
• 階層ベイズ回帰モデル
• トービットモデル

詳細情報

• CRID: 1390849931312080128
• NII論文ID: 130007953668
• NII書誌ID: AN0008437X
• DOI: 10.2333/jbhmk.47.41
• ISSN: 18804705
• ISSN: 03855481
• NDL書誌ID: 030345676
• Web Site: https://ndlsearch.ndl.go.jp/books/R000000004-I030345676
• Web Site: https://www.jstage.jst.go.jp/article/jbhmk/47/1/47_41/_pdf
• 本文言語コード: ja
• データソース種別:
  • JaLC
  • NDL
  • Crossref
  • CiNii Articles
  • KAKEN
• 抄録ライセンスフラグ: 使用不可