Analysis on Impact of Critical Event using Customers Behavior Alteration Index

Abstract

Recently, infectious diseases and conflicts have affected our lives. There is a lot of reports of changes in customer purchasing behavior and lifestyle behavior due to COVID-19. However, if we can view that as a critical social event and clarify the relationship between behavior such as the movement of people and posting on SNS and changes in purchasing behavior, it will be possible to predict the effects of similar events in the future. In this study, we focus on alternative data, which are thought to be leading factors, and build a model to estimate the degree of change. From the constructed model, we show that explanatory factors related to Google Trends values and people's movements change purchasing behavior.