顧客集中度與品牌忠誠度相關性研究—以網上書店為例

Customer Concentration and Brand Loyalty Association Research – An Empirical Study of Online Bookstores

曾凱莉(Kai-Lee Tseng)

指導教授 ： 任立中

國立臺灣大學/管理學院/國際企業學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.10131

摘要

無資料

關鍵字

顧客集中度 ； 品牌忠誠度 ； 線上搜尋傾向 ； 線上購買行為 ； 購買次數

並列摘要

Gaining brand loyalty is an ongoing marketing challenge for online companies. We’re interested in whether there is a relationship between brand loyalty and customer concentrations so that it can provide a new perspective to e-commerce websites for the understanding of customer behaviors and make suitable marketing strategies. Using the comScore database for year 2006 and year 2007, we first apply the Inverted Lorenz Curve method to calculate the customer concentrations of purchase amount, purchase frequency, pages viewed, visit frequency and duration. Furthermore, brand loyalty indexes with respect to above purchase and search propensities are calculated by taking the aggregate average of individual’s brand loyalty. We then run regression analysis using customer concentration and a dummy variable as independent variables, and brand loyalty index as the dependent variable.

From the empirical results, major findings are as followed: Customer concentrations in terms of search propensity of visit frequency and duration show POSITIVE association with brand loyalty. In contrast, customer concentrations in terms of purchase propensity of purchase frequency and search propensity of pages viewed show NEGATIVE association with brand loyalty. And there is no apparent association in purchase propensity of purchase amount. In addition, from the results of regression analysis with respect to different purchase and search propensities, the marketers are able to identify the target customer groups and assign priority in regarding to raising brand loyalty. Finally, it might be strategically wise to keep track of own company and its competitors’ changes or trends in customer concentration and brand loyalty index with respect to purchase and search propensity of purchase amount, purchase frequency, pages viewed, visit frequency, and duration, respectively.

並列關鍵字

customer concentration ； brand loyalty ； online search propensity ； online purchasing behavior ； purchase frequency

參考文獻

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