Analysis of the Characteristic Behavior of Loyal Customers on a Golf EC Site

摘要

In recent years, with expansion and growth of electronic commerce (EC) market, it is expected that the competition of getting customers will be fierce. The EC company is required to find new customers who have the potential of becoming loyal customers as soon as possible. In this study, we analyze customers' behavior using customer membership information data, purchase records data and web access logs data on a golf EC site. Firstly, we evaluate the loyalty of customers using RFM analysis to divide customers into the loyal and general ones. Next, we perform logistic regression to discriminate loyalty by using the first-time purchase and browsing behaviors. Through our analysis, we built a model to predict loyal customers and clarify the characteristic behaviors of high loyal customers.