Measurement and Moderating Effect of Online Customer Purchase Clumpy
LU Meili1, GAO Yujia1, YE Zuoliang2
1.School of Business Administration, Shanxi University of Finance and Economics,Taiyuan 030006, China; 2.School of International Business, Southwestern University of Finance and Economics, Chengdu 611130, China
Abstract：With the in-depth analysis of space and time complexity of human behavior, a large number of empirical studies have found that human behavior is no longer considered as Poisson distribution, but shows a "clumpy" phenomenon that occurs frequently after a long silence. This paper proposes an improved method combining the characteristics of current online purchase behavior. By measuring and the purchase clumpy of customers on the YHD and the JD platform, this paper gives empirical research. The results show that the customer's recent purchase time R, the purchase frequency F and the customer's active odds are positively correlated; Clumpy has a moderating effect on the recent purchase time R, and the recent purchase time R is more related to the customer's active odds to the no clumpy customers.
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