| 购买金额与时间间隔相关条件下商店消费总金额的分解 |
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| 引用本文： | 董松挺,赵平,王高,刘瑞明.购买金额与时间间隔相关条件下商店消费总金额的分解[J].中国管理科学,2011,19(6):92-101. |
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| 作者姓名： | 董松挺 赵平 王高 刘瑞明 |
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| 作者单位： | 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 |
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| 基金项目： | 国家自然科学基金资助项目(70632003/G0206) |
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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。
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| 关 键 词： | 消费总金额分解 购买金额 购买时间间隔 |
| 收稿时间： | 2009-1-12 |
| 修稿时间： | 2011-7-4 |
Decomposition of Total Store Purchase When Purchase Payment and Inter-Purchase Time are Interdependent |
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| DONG Song-ting,ZHAO Ping,WANG Gao,LIU Rui-ming.Decomposition of Total Store Purchase When Purchase Payment and Inter-Purchase Time are Interdependent[J].Chinese Journal of Management Science,2011,19(6):92-101. |
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| Authors: | DONG Song-ting ZHAO Ping WANG Gao LIU Rui-ming |
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| Institution: | 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 |
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| 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 interdepen... |
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| Keywords: | total store purchase decomposition purchase payment inter-purchase time |
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