An Empirical Study On The Influence Of Specific Purchase Behavior Affected By Customer Equity Driving Factors Of Retail Business

With the increasing importance of retail business in society ecomomy, retail business is becoming the dominant business that guiding the production and consumer. In the last 30 years, the retail business in China makes great progresses. At the mean time, retail business of foreign enterprise has appeared in China and brings a great impact relying on its latest marketing strategies, high-quality goods and service, mass organization and complete transport. As the characteristics of retail business, customers play important roles in the development of retail business. Therefore, it is significantly important to do research on customer behaviors using customer equity theory to master the rules of customer purchase, make the effective marketing strategies and achieve the business goals.In this thesis, we firstly introduce the related literatures regarding the customer equity and purchase behavior. On the basis of the definition and basis forms of the retail business, we analyze the types, characteristics, factors of customer purchase in retail business, and thoroughly discuss the novel meaning of driving factors of customer equality. Then with the premise of theory analysis, we anlyze the affects of these driving factors on specific purchase behaviors, and propose the assumption and theorical models used in the work, which are used to find which driving factors significantly affect the frequency of purchase, which driving factors significantly affect the amount of purchase. Finally, according to characteristics of empirical objects, using the random survey data, we use the principal component analyse method to analyze the purchase behavior, including the establishment of indicators, data quality analysis, principal component analysis, multiple regression analysis, geting the weight coefficients of the affect between the driving factors of customer equality and purchase frequency and amount, clearing the extent and direction of the affect, and thus test and verify the model and hypothesis.