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Lack of consumers' trust is one of the most frequent cited reasons for consumers not to purchase from Internet shops. In the e-commerce context, based on the trustee, trust can be categorized to macro-level and micro-level. The macro-level trust provides the threshold for customers to enter e-markets. In China, the most important thing is whether or not consumers trust e-commerce environment. Hence,...
According to the flexibility and predictive features of Markov chain model and the analysis of customers' historical behavior of RFM (recency, frequency, monetary), this paper employs these two models into the customer value prediction in B2C context. By refining the conventional RFM model, the prediction of the customer's value becomes more precise. Such method helps to make effective customer marketing...
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