產品購物籃分析-以亞馬遜網站購物為例

網際網路的發達與進步，促使線上購物平台的發展，資訊的發達，使得消費者能夠透過線上購物平台，接收到比起以往更多的商品訊息，一旦選擇變多，消費者更能夠從中比較各個廠商間商品的優劣，廠商與消費者間的關係更難維持。因此廠商如何在消費者瀏覽頁面時，主動推薦其適合的商品，以及製作合適的網頁商品排版，增加消費者的購買可能，以期從中建立良好的互信關係及擴大商品銷售，成為了各大廠商所面臨的課題。本研究欲利用市場購物籃分析的概念，根據消費者過去的購買記錄，計算其對於消費者而言，兩兩商品間的購買關係，並且透過多元尺度法，從中分析消費者的購買模式，而分析主體則分成兩個部份，分別為對整體顧客的之產品關聯性分析，以及對分群顧客之產品關聯性分析。本研究欲透過以上之方法，尋找出適合的產品組合，做為廠商在進行商品促銷及推薦的依據。研究結果顯示，對於整體顧客而言，購買關聯性最高的商品組合為食物及飲料與藝術及收藏品；根據被購次數最多的書籍雜誌之目標顧客群而言，購買關聯性最高的產品組合為服飾與美妝用品；最後以圖上各的產品群集觀察發現，食物及飲料、服飾、藝術及收藏品、電腦遊戲這四項商品對於各個分群顧客來說，在產品知覺圖上的相對位置較為接近，表示對於各分群顧客而言，這四項商品較為時常被聯合購買，根據以上結論，廠商可以針對商品進行聯合促銷，或者是改變商品在貨架上的排列及網頁上的排版，誘發消費者的購買動機，進而提升銷售。

關鍵字

購物籃分析；關聯規則法；多元尺度法

並列摘要

Due to the development and progress of internet, consumers not only can buy commodities through online shopping platform, but also receive more information about products than before. Once the product alternatives become more available, consumers are able to compare the products from different brands. Therefore, the relationship between firms and consumers is hard to maintain. In order to increase consumer’s demand to buy and establish good relationship, firms have figure out ways to recommend the appropriate commodities initiatively when consumers are browsing the web. Thus, this is the most important issue for firms from now on. This study adopts the concept of market basket analysis to measure the correlation between the products, and, through non-metric multidimensional scaling to analyze consumer's purchase pattern. Object of study divides into two parts. First, we use market basket analysis for overall consumers. Second, we segment the consumers by their purchasing amount of each product, and do market basket analysis for each segment. Through this study, we can find the appropriate product portfolio as the basis of recommendation for marketing. The results of this study, first, for overall consumers, the highest correlation commodities are food and beverage, and art and collectibles as well. Second, for book and magazines' target market, the highest correlation commodities are apparel and beauty supplies. At last, for any cluster, food and beverages, art and collectibles, apparel, and computer games are frequently to be purchased and these four separated are relevant. In conclusion, firms can use joint promotion to motivate consumers’ demand by displaying of products in stores and on the web as well.