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Customer segmentation with purchase channels and media touchpoints using single source panel data
http://hdl.handle.net/2241/00151171
http://hdl.handle.net/2241/00151171a64b4f8a-58af-4046-b04b-6a438f9e8c0b
名前 / ファイル | ライセンス | アクション |
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JRCS_41-142 (360.1 kB)
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Item type | Journal Article(1) | |||||
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公開日 | 2018-04-06 | |||||
タイトル | ||||||
タイトル | Customer segmentation with purchase channels and media touchpoints using single source panel data | |||||
言語 | ||||||
言語 | eng | |||||
資源タイプ | ||||||
資源 | http://purl.org/coar/resource_type/c_6501 | |||||
タイプ | journal article | |||||
著者 |
Nakano, Satoshi
× Nakano, Satoshi× Kondo, Fumiyo N. |
|||||
著者別名 |
近藤, 文代
× 近藤, 文代 |
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抄録 | ||||||
内容記述タイプ | Abstract | |||||
内容記述 | This study examines how customers use multiple channels and media in modern retail environments. It segments customers by using Latent-Class Cluster Analysis, which focuses on the purchase channels of bricks-and-mortar and online stores, media touchpoints of PC, mobile, and social media, and psychographic and demographic characteristics. It extends the framework of prior research by analyzing 2595 Japanese single source panelists’ data in which purchase scan panel data on low-involvement, more frequently purchased categories, media contact log data, and survey data are tied to the same ID. The analyses reveal seven segments including the properties of research shoppers and multichannel enthusiasts. | |||||
書誌情報 |
Journal of retailing and consumer services 巻 41, p. 142-152, 発行日 2018-03 |
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ISSN | ||||||
収録物識別子タイプ | ISSN | |||||
収録物識別子 | 0969-6989 | |||||
書誌レコードID | ||||||
収録物識別子タイプ | NCID | |||||
収録物識別子 | AA11534421 | |||||
DOI | ||||||
識別子タイプ | DOI | |||||
関連識別子 | 10.1016/j.jretconser.2017.11.012 | |||||
権利 | ||||||
権利情報 | © 2017 The Authors.Published by Elsevier Ltd. | |||||
権利 | ||||||
権利情報 | This is an open access article under the CC BY license (http://creativecommons.org/licenses/BY/4.0/). | |||||
著者版フラグ | ||||||
値 | publisher | |||||
出版者 | ||||||
出版者 | Elsevier |