Understanding consumer loyalty using neural network

• Autorzy: Deliana Y. , Rum I. A.

Identyfikatory

DOI

10.17512/pjms.2017.16.2.05

Warianty tytułu

PL

Zrozumienie lojalności konsumenta przy wykorzystaniu sieci neuronowych

• Języki publikacji: EN

Abstrakty

EN

Instant coffee products are very popular for consumers, at both urban and rural levels. Consumer loyalties respond to various attributes of instant coffee products, grouped by internal and external factors. The study using Artificial Neural Network (ANN) model. The proposed method provides a direct mapping from configuration loyalty attributes to consumer behavior. The algorithm used in training set is Scaled Conjugate Gradient (SCG) with random data division and the performance is calculated using MSE. The result revealed that internal factors were effective predictors of a lower preference in consumer loyalties whereas external factors were more effective in predicting a higher preference in consumer loyalties. This research represents a first attempt to use neural networking to model the relationship between consumer-producer attributes and consumer loyalties.

PL

Produkty kawy rozpuszczalnej są bardzo popularne wśród konsumentów, zarówno w obszarach miejskich, jak i wiejskich. Lojalność konsumentów reaguje na różne cechy wymienionych produktów kawowych, można je pogrupować według czynników wewnętrznych i zewnętrznych. Badanie przeprowadzono z wykorzystaniem modelu sztucznej sieci neuronowej (ANN). Proponowana metoda zapewnia bezpośrednie odwzorowanie atrybutów lojalnościowych i konfiguracji zachowań konsumenckich. Algorytmem używanym w badaniu jest Scaled Conjugate Gradient (SCG) z losowym podziałem danych, a wydajność obliczana jest za pomocą MSE. Rezultaty wskazują, że czynniki wewnętrzne były skutecznymi predyktorami niższej preferencji w lojalności konsumentów, podczas gdy czynniki zewnętrzne były bardziej skuteczne w przewidywaniu wyższych preferencji w lojalności konsumentów. Badania te stanowią pierwszą próbę wykorzystania sieci neuronowych do modelowania relacji między cechami producent-konsument a lojalnością konsumenta.

Słowa kluczowe

EN

consumer loyalty; internal factor; external factor; artificial neural network; instant coffee

PL

lojalność konsumentów; czynnik wewnętrzny; czynnik zewnętrzny; sztuczna sieć neuronowa; kawa rozpuszczalna

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2017
• Tom: Vol. 16, No. 2
• Strony: 51--61
• Opis fizyczny: Bibliogr. 32 poz., rys., tab.

Twórcy

autor

Deliana Y.

• Department of Agribusiness, Universitas Padjadjaran

autor

Rum I. A.

• Department of Economics, Universitas Padjadjaran

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Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę (zadania 2017).