Does A Customers Own Review Behavior Have An Impact On Its Purchase Behavior? Analyzing The Impact Of Review Platform On Group-Buying Platform-----A Study Based On Dianping.Com

Le résumé fourni par la source

With the development of Web 2.0, traditional customers have increasingly transferred to online purchase and created a large volume of User Generated Content (UGC) on the Internet. The changes brought traditional customer relationship management a great impact and forced companies to adapt, change and evolve. The previous researches have studied the influence of crowds’ feedback on customer’s purchase behavior, but little researches explore the impact of customer’s own review behavior on its purchase behavior. In this paper, our study seeks insights into analyzing the impact of customer’s own review behavior on its purchase behavior and discovering how this effect could be fully utilized to predict customer’s next stage churn. Based on data from Dianping.com, a famous comprehensive website which contains review and purchase platforms, we build the Logit regression model, considering customer’s own review and purchase behavior and finding the impact of user’s own review behavior on purchase behavior. Finally, we also use ten-fold cross-validation to prove the stability of our model.

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