- 學位論文
應用決策樹分析於傢俱消費者再購天數之研究
Applying decision tree analysis on the repurchase timing of furniture consumers during Covid-19 pandemic.
摘要
全球新型冠狀肺炎病毒（Covid-19）在全世界大流行後，原先的生活模式被迫改變，也同時影響了消費者的購物行為，居家辦公（work from home）新型態的出現，讓傢俱業的重要性隨之提高，消費者對傢俱及辦公用品的需求有了轉變。因此本研究利用美國某傢俱與辦公用品零售超級賣場的數據資料進行實證分析，以分類與回歸決策樹（CART）建構消費者再購間隔時間之預測模型，考慮商品類別、運送情況、消費金額、消費折扣等因素對再購間隔時間的關係與影響，同時探討全球新型冠狀肺炎病毒（Covid-19）大流行前後的消費者再購行為之差異。結果顯示證明不同類別商品的再購間隔時間不相同，全球新型冠狀肺炎病毒（Covid-19）大流行期間消費者回購的需求間隔時間也較短，並且商品的運送狀況與時間長短是消費者再購行為的關鍵因素。
並列摘要
Due to the Covid-19 pandemic, the original lifestyle is forced to be changed and affected consumers’ purchasing behavior. The emergence of new forms of work from home has increased the importance of furniture industries and changed consumers’ demand for furniture and office supplies. Therefore, this study uses the data of a furniture and office supplies retail superstore in the United States to predict a model of consumer repurchase interval with CART decision tree, also considering the relationship and impact between repurchase interval and factors such as commodity category, ship status, consumption amount, consumption discount and other factors, while exploring whether consumer purchasing behavior differs before and after the Covid-19 pandemic. As the results, the repurchase interval of different categories of goods is different. The demand interval between consumers repurchase is also shorter during the Covid-19 pandemic. Furthermore, shipping status and length of shipping time of products are key factors in consumer repurchase behavior.