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A study on the relationship among customer behavior stickiness, motivation of shopping and customer value in the online shopping

A study on the relationship among customer behavior stickiness, motivation of shopping and... The purpose of this paper is to initially use a stochastic model to fit data of customer behavior stickiness and customer value, then estimate the corresponding parameters and use Bayesian rule to calculate its mathematical expectation.Design/methodology/approachThe authors use expectations of customer behavior stickiness as an independent variable, expectations of customer value as a dependent variable, motivations of consumption as moderator and conduct regression analysis to research the relationship among the three. First, we will use the data of behavior for customer network shopping in the questionnaire to establish the random probability model and forecast. Second, we calculate the expected customer behavior stickiness and customer value. Finally, we use resurvey data of 100 subjects after three months (selected randomly from 373 objects) to test the model prediction.FindingsThe findings show that customer behavior stickiness has a significant effect on customer value, and the moderating effect of the hedonic motivation of consumption on the relationship above is proved. The value of customers who hold high hedonic motivation of consumption is mainly driven from website’s single visit time, whereas the value of customers who hold low or middle hedonic motivation of consumption is mainly driven from a website’s visit frequency.Originality/valueThe paper proves and quantifies the effects of the customer behavior stickiness for customer value in times of behavior. The results prove the moderation role of consumer motivation of the customer for the path of customer behavior stickiness→customer value, and make clear that the hedonic motivation is a necessary condition of average site visit time that has a significant impact on customer value. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Contemporary Marketing Science Emerald Publishing

A study on the relationship among customer behavior stickiness, motivation of shopping and customer value in the online shopping

Xiaozhou, Dong
Journal of Contemporary Marketing Science , Volume 2 (2): 21 – Oct 2, 2019
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2516-7480
DOI
10.1108/jcmars-01-2019-0004
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to initially use a stochastic model to fit data of customer behavior stickiness and customer value, then estimate the corresponding parameters and use Bayesian rule to calculate its mathematical expectation.Design/methodology/approachThe authors use expectations of customer behavior stickiness as an independent variable, expectations of customer value as a dependent variable, motivations of consumption as moderator and conduct regression analysis to research the relationship among the three. First, we will use the data of behavior for customer network shopping in the questionnaire to establish the random probability model and forecast. Second, we calculate the expected customer behavior stickiness and customer value. Finally, we use resurvey data of 100 subjects after three months (selected randomly from 373 objects) to test the model prediction.FindingsThe findings show that customer behavior stickiness has a significant effect on customer value, and the moderating effect of the hedonic motivation of consumption on the relationship above is proved. The value of customers who hold high hedonic motivation of consumption is mainly driven from website’s single visit time, whereas the value of customers who hold low or middle hedonic motivation of consumption is mainly driven from a website’s visit frequency.Originality/valueThe paper proves and quantifies the effects of the customer behavior stickiness for customer value in times of behavior. The results prove the moderation role of consumer motivation of the customer for the path of customer behavior stickiness→customer value, and make clear that the hedonic motivation is a necessary condition of average site visit time that has a significant impact on customer value.

Journal

Journal of Contemporary Marketing Science – Emerald Publishing

Published: Oct 2, 2019

Keywords: Customer value; Online shopping; Customer behaviour stickiness; Motivation of shopping; Stochastic model

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