Analysis of the Characteristics of Loyal Customers in a Golf EC Site

Abstract

In recent years, with expansion and growth of E-commerce market, it is expected that the competition of getting customers will be fierce. Choosing appropriate target customers is very important for expanding sales and improving profitability. In this paper, we analyze customers' behavior using the web access logs and purchase records data on a gold EC site. Firstly, we evaluate the loyalty of customers using RFM analysis to divide customers into the loyal and general ones. Next, we perform logistic regression to discriminate loyalty by using the initial purchase and browsing behavior. Through our analysis, we clarify the characteristics of high loyal customers.