بخش‌بندی و شناسایی ویژگی‌های مصرف‌کنندگان در یک محیط چند کانالی با استفاده از ترکیب روش نقشه‌های خودسازمانده و رگرسیون لجستیک

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استاد دانشگاه علامه طباطبایی

2 دانشجوی دکترا و عضو هیأت علمی دانشگاه آزاد امیدیه

چکیده

با ظهور تجارت الکترونیک به وسیله اینترنت، خرده فروشی چند کانالی[1] پارادایم مسلط بر دنیای کسب و کار گردید. رسانه­های جدیدی بیرون آمدند و مجموعه توسعه یافته­ای از انواع کانال برای شرکت­ها و مصرف کنندگان پدید آمد. مشتریان، تجربه کانال خود را از فروشگاه­های سنتی خرید و فروش توسعه داده و اکنون برای آنان بسیار عادی است که از طریق فروشگاه­های آنلاین، کاتالوگ، خود پردازهای خودکار[2] مراکز تماس[3] و...خرید کنند. هدف اصلی این پژوهش بخش‌بندی مصرف کنندگان با توجه به گرایش آنها به کانال‌های مختلف در فازهای جستجوی اطلاعات و خرید و همچنین تبیین عوامل تعیین کننده عضویت آن‌ها در هر بخش می­باشد. در این پژوهش عوامل جمعیت شناختی و روانشناختی توام با هم به کار گرفته شده است. بدین منظور داده‌های مورد نیاز از طریق توزیع پرسشنامه بین 800 نفر از مصرف‌کنندگان در کلان شهر تهران جمع‌آوری شد. از ترکیب روش نقشه‌های خود سازمان دهنده و رگرسیون لجستیک جهت تجزیه و تحلیل داده‌های گردآوری شده استفاده گردید. نتایج این پژوهش نشان داد که می‌توان مصرف‌کنندگان را بر پایه گرایش آن‌ها به کانال‌های مختلف در 4 بخش شامل مصرف‌کنندگان چندکانالی، سنتی، بی‌تفاوت و جستجو‌گرا جای داد. نتایج، نشان دهنده وجود یک بخش مصرف کننده چند کانالی با 88/23 درصد از پاسخگویان است. یافته‌های دیگر پژوهش نشان داد که متغیرهای اجتماعی – جمعیت شناختی جنسیت، سن، شغل و درآمد و متغیرهای روانشناختی نوپذیری، حساس به کیفیت، ریسک‌گریزی، فشار زمانی و انگیزه تایید در احتمال عضویت مصرف کنندگان در بخش­های مختلف نقش تعیین کننده­ای دارند.



[1]. Multichannel retailing


[2]. Automated teller machines


[3]. Call centers

کلیدواژه‌ها


عنوان مقاله [English]

Segmentation and profiling consumers in a multi-channel environment using a combination of self-organizing maps (SOM) method, and logistic regression

نویسندگان [English]

  • Seyyed Ali Akbar Afjeh 1
  • Maryam darvishi 2
چکیده [English]

With emergence of electronic trading through internet, multichannel retailing became the dominant paradigm of business world. New media emerged and a developed set of different channels were made for companies and consumers. The customers developed their experience channels from traditional purchase shops and now it is very usual for them buy from online shops , catalogues, ATMs and call centers. The main purpose of the present study is segmenting the customers regarding their tendency to different channels in information searching phases and purchase and also explaining the determining factors of their membership in this segment. Demographic and psychological variables are considered simultaneously in the present research. To this end, the data was collected through distribution of 800 questionnaires among consumers in Tehran city. Combining self-organizing maps and logistic regression was used to analyze the data. The results showed that regarding consumers’ attitude, they can be divided to four different channels including multi-channel consumers, traditional, neutral and search-oriented ones. The results also showed the existence of a multi-channel consumer section with 23.88% of the participants. Other findings showed that socio-demographic variables including gender, age, job and income level and psychological variables including innovativeness, quality consciousness, time pressure and motivation to confirm had determining roles in probable membership of consumers in different sections.

کلیدواژه‌ها [English]

  • channel"
  • "multichannel consumer"
  • "segmentation"
  • "self-organizing maps
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