Analysis of the characteristics of repeat customer in a golf EC site

Abstract

In recent years, acquisition of repeat customers is emphasized for EC sites. On the other hand, the defection rate from the first purchase to the second purchase is the highest. There are much attention to acquire the repeat customers in the EC sites in this situation. The purpose of this study is to clarify factors necessary for acquiring repeat customers. Especially, we construct models that predict whether or not to repurchase within a certain period using membership information variables, purchase behavior variables and web browsing behavior variables. Using these models, we extract characteristics relate to presence or absence of repurchase and propose marketing measures to promote to repurchase.