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中国管理科学

中国管理科学

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购买金额与时间间隔相关条件下商店消费总金额的分解

董松挺1, 赵平1, 王高2, 刘瑞明3   

  1. 1. 清华大学经济管理学院, 北京 100084;
    2. 中欧国际工商学院, 上海 201206;
    3. 美国波士顿麻州大学管理学院, MA 02125
  • 收稿日期:2009-01-12 修回日期:2011-07-04 出版日期:2011-12-30 发布日期:2011-12-30
  • 作者简介:董松挺(1982- ),男(汉族),浙江人,清华大学经济管理学院,博士研究生,研究方向:营销模型。
  • 基金资助:
    国家自然科学基金资助项目(70632003/G0206)

Decomposition of Total Store Purchase When Purchase Payment and Inter-Purchase Time are Interdependent

DONG Song-ting1, ZHAO Ping1, WANG Gao2, LIU Rui-ming3   

  1. 1. School of Economics and Management, Tsinghua University, Beijing 100084, China;
    2. China Europe International Business School, Shanghai 201206, China;
    3. College of Management, University of Massachusetts Boston, MA 02125, American
  • Received:2009-01-12 Revised:2011-07-04 Online:2011-12-30 Published:2011-12-30

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摘要： 单次购买金额和购买时间间隔相互独立的假设不符合实际购买行为,看似不显著的相关系数掩盖了两者真实的相互影响;据此而得到的消费总金额分解不能准确地反映顾客店内消费总金额的变化规律。文章在对消费者的购买行为进行微观分析的基础上提出了分解商店消费总金额的模型。该模型刻画了单次购买金额和购买时间间隔的相互作用关系,将商店营销决策中常见的变量引入到模型当中,并把这些变量对于消费总金额的影响分解开来,为准确地分析顾客在商店消费的总金额提供了模型框架和实证方法。

关键词: 消费总金额分解, 购买金额, 购买时间间隔

Abstract: The assumption that single purchase payment and inter-purchase time are independent is inconsistent with real purchase behaviors.The interdependence between the two variables may be concealed by a seemingly insignificant correlation coefficient.Therefore,the decomposition of the total store purchase based on the independence assumption could not represent the real purchase pattern accurately.Based on the analysis of consumer purchase behaviors,we develop a decompositional model which takes in the interdependence between single purchase payment and inter-purchase time,and the impact of marketing efforts. Our empirical analysis shows the effectiveness and managerial implications of the model in analyzing customers'total store purchases.

Key words: total store purchase decomposition, purchase payment, inter-purchase time

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