基于顾客满意度因素的购买意图与购买行为模型研究

本文基于顾客满意度的定义,构建了顾客购买意图与购买行为的Bayes模型算法,通过该模型的构建与实证,提出顾客很多的特征指标均可用来推测潜在的购买可能性,而用Bayes模型可以判定出主要的影响因子指标,以此作为企业营销决策的依据。

This paper based on the defines of customer satisfaction constructs Bayes model of purchase intention and purchase behavior.By constructing and demonstrating the model,the idea that many characteristic index of customer can be used to presume the potential purchase possibility is put forward,B ayes model can be used to determine the main influencing index,then by analyzing these index enterprises can make the marketing decision.