The Study of Data Mining Approach Investigates the Online Group Buying Factors on the Consumer Behavior

• Main Authors: Chia-Chen Chang, 張家蓁
• Other Authors: Shu-Hsien Liao
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/56753823538366227149

碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 98 === The group buying has become a fad for years, usually, it was limited and only popular among one company and each other’s relatives and friends. Affected by the global depression caused by the financial crisis in 2008, these transitions enable the group buying market become vigorous and fast expanded. At first, they only pursued the low price, gradually, they started to notice and ask for the “quality” and “service”. How to survive in this change? The “price war” is not the care-all anymore. So for the shop owners and the network platform runners, only to observe customers’ shopping preference and explore the unsatisfied needs will achieve the win-win aspect between consumers and the profits. In the past, the researchs were discussed more from the price、public praise and the cognition risk, less to work in the field to analyze the purchase preference and the requirement of group buying. This research employed the questionnaire survey, and through data mining approach of K-means rules and Apriori, attempt to dig out and analyze the purchase habit, purchase behavior, and the purchase factor of group buying between the two different populations: potential consumers and the target consumers, in these survey candidates. The analysis will provide the owners some useful references to discover the potential consumers, develop the latent business possibility, maintain the loyalty of target consumers, management of marketing and the k/A of group buying. This research found that the frequency of net surfing of the potential comsumers is similar to the target comsumers, the former also have much more disposable income than the latter. So far, the reasons stop people from joinimg group buying stands for two concerns: “Merchandise Quality” and the “network safety mechanism”; in fact, if this potential group have the chance to do group buying, their preference and service request won’t be for to those of the target consumers’. Besides, by selecting the network platform which the target group have consumed from the association rule, the owners can find out the connection between purchase preference and the requirement indeed. This way is able to offer the reference resources to build up the frame of a long-term group buying market and merchandise selections, further more, provide the concrete method which will upgrade or strengthen the competitive advantage, to all type of group buying platform or shops.