지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 대한산업공학회 Industrial Engineering & Management Systems Industrial Engineering & Management Systems 제14권 제4호
- 발행연도
- 2015.12
- 수록면
- 335 - 346 (12page)
이용수
초록· 키워드
오류제보하기
The electronic commerce site (EC site) has become an important marketing channel where consumers can purchase many kinds of products; their access logs, including purchase records and browsing histories, are saved in the EC sites’ databases. These log data can be utilized for the purpose of web marketing. The customers who purchase many product items are good customers, whereas the other customers, who do not purchase many items, must not be good customers even if they browse many items. If the attributes of good customers and those of other customers are clarified, such information is valuable as input for making a new marketing strategy. Regarding the product items, the characteristics of good items that are bought by many users are valuable information. It is necessary to construct a method to efficiently analyze such characteristics. This paper proposes a new latent class model to analyze both purchasing and browsing histories to make latent item and user clusters. By applying the proposal, an example of data analysis on an EC site is demonstrated. Through the clusters obtained by the proposed latent class model and the classification rule by the decision tree model, new findings are extracted from the data of purchasing and browsing histories.
목차
ABSTRACT
1. INTRODUCTION
2. ANALYSIS FRAMEWORK
3. CASE STUDY
4. CONCLUSION
REFERENCES
참고문헌 (25)
참고문헌 신청
[학술지(정기간행물)] - Bhatnagar, A. / 2004 / A Latent Class Segmentation Analysis of E-Shoppers / Journal of Business Research 57 (7) : 758 ~ 767
[단행본] - Bishop, C. M. / 2006 / Pattern Recognition and Machine Learning / Springer
[단행본] - Breiman, L. / 1984 / Classification and Regression Trees / Wadsworth
[단행본] - Curry, J. / 2000 / The Customer Marketing Method / Free Press
[학술지(정기간행물)] - Dempster, A. / 1977 / Maximum Likelihood from Incomplete Data via the EM Algorithm / J. Royal Statist. Soc., Series B 39 (1) : 1 ~ 38
[단행본] - Bishop, C. M. / 2006 / Pattern Recognition and Machine Learning / Springer
[단행본] - Breiman, L. / 1984 / Classification and Regression Trees / Wadsworth
[단행본] - Curry, J. / 2000 / The Customer Marketing Method / Free Press
[학술지(정기간행물)] - Dempster, A. / 1977 / Maximum Likelihood from Incomplete Data via the EM Algorithm / J. Royal Statist. Soc., Series B 39 (1) : 1 ~ 38
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UCI(KEPA) : I410-ECN-0101-2016-530-002232806