A generalized count model on customers' purchases in O2O market

Ruixia Shi, Hongyu Chen and Suresh Sethi

International Journal of Production Economics, 2019, vol. 215, issue C, 121-130

Abstract: In the Online-to-Offline (O2O) ecommerce model, one challenge facing the online business is to predict customers' future purchases towards each product or subcategory of products, and consequently, coordinate the large amount of offline businesses involved. The main obstacle in doing that originates from the highly diversified services and thus the customer base which offline businesses bring in. The heterogeneity of customers, geographic or demographic, needs to be accurately accounted for. However, although the previous transactions for each customer are well documented, his/her demographic data is difficult or costly to acquire. Traditional wisdom relies on fitting customers into some specific statistical distribution to arrive at a satisfactory stochastic model, which may be accurate, to some extent, at a higher level. This is the case for the classic Beta-Binomial/Negative Binomial Distribution (BB/NBD) model on customers' repeat purchasing in offline context. Nevertheless, to deal with the complex level in customers' heterogeneity at an O2O business, using specific distribution is inadequate, let alone the mathematical challenges.

Keywords: Business analytics; Online-to-Offline; Repeat purchase; BB/NBD; Count model (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:proeco:v:215:y:2019:i:c:p:121-130

DOI: 10.1016/j.ijpe.2017.11.009

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