| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 105 === With the development of science and technology, 3C has become one of the indispensable products. Consumers can receive more and more products informations whether it’s from the brick and mortar store or online sales. Enterprises can recommend suitable products to stimulate consumption by according members’ past consuming behavior. Maintaining a good relationship with consumers is an important issue from now on.
In this study, we use the factor analysis to find the product combinations and the correlation between products from the 3C database. Finally, we use the chi-square automatic interaction detection to find the target consumers in every basket.
The result of this study shows that we can distinguish the consumers’ target by ages and gender not only in the whole target consumers but also in the refund of credit cards. We hope to promote the amount of sales by driving poor-sale goods with good-sale goods. Integrating the above-mentioned, enterprises can determine strategies appropriately on the display of products, products promotion and joint promotion to increase the sales.
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