Online Platform Customer Shopping Repurchase Behavior Analysis

Chong Ji, Wenhui Zhao, Hui Wang and Puyu Yuan
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Chong Ji: College of Economics and Management, Shanghai University of Electric Power, Shanghai 200090, China
Wenhui Zhao: College of Economics and Management, Shanghai University of Electric Power, Shanghai 200090, China
Hui Wang: College of Economics and Management, Shanghai University of Electric Power, Shanghai 200090, China
Puyu Yuan: College of Science, Shenyang Ligong University, Shenyang 110159, China

Sustainability, 2022, vol. 14, issue 14, 1-14

Abstract: With the rapid development of the world economy and the progress of modern science and technology, e-commerce has gradually spread to the public. For the online shopping platform, the number of online stores has increased rapidly, especially so in recent years. Mastering the rules of customers’ shopping behavior will help the stores to stand out amidst such a fiercely competitive environment. Taking the cosmetics industry in online shopping as an example, this paper studies the purchase behavior of online platform customers. Through the analysis of order data, it is found that the number of customers’ repurchase times and the corresponding number of people conform to the law of power-law distribution. On this basis, the customer attributes of repurchase behavior are analyzed and demonstrated, and the influences of different factors, such as region, postage, and usage of clients, on the customer repurchase rate and the relationship between the number of orders and the number of days between repurchase are revealed. The analysis results can provide better sustainable operation decision support for online platform operators and improve the overall repurchase rate and benefits of stores.

Keywords: repurchase behavior; power-law distribution; repeat purchase; e-commerce; linear analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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