Empirical Research Of Customer Repeat Purchase Behavior Forecasting And Influence Factors In O2O Local Services

In recent years,with the development of the Internet and advanced information society,O2 O local services as a new marketing channel for enterprises,more and more consumers have started to accept this kind of consumption.Now,the customer relationship management has become one aspect of the business management.The forecast for customers' future repeat purchase behavior in non-contractual transaction setting is the key research of customer lifetime value evaluation and the prediction of customer management.The key points are as below:Firstly,this article is based on the current researches of O2 O local services,customer relationship management theory and customers' repeated purchase behavior,combining with characteristics of customer purchase of the O2 O local services.Three kind of customers' repeated purchase behavior prediction model have been provided.Secondly,this paper has implications for both theory and practice.The data of “Koubei” is used,using NBD(Negative Binomial Distribution)Model and Pareto/NBD Model for empirical research.This article uses numerical indicators to evaluate the model results.By comparing with the prediction results of NBD model,the effectiveness of Pareto/NBD model in the prediction of repeated purchases of the O2 O local services is verified.This paper proposes the classification of customers based on Pareto/NBD model prediction results.Finally,this paper uses DET(discounted expected transactions)model to predict the customers' repeated purchases for lifetime,and uses the multiple linear regression model to analyze the main influencing factors of customers' repeated purchases of the O2 O local services.The results show that,per pay,ccore,and shop level have a significant impact on the customers' repeated purchase behavior,while the impact of number of comments is not significant.