Abstract:

The paper initially uses stochastic model to fit data of customer behavior stickiness and customer value, then estimates the corresponding parameters and uses Bayesian rule to calculate its mathematical expectation. We use expectations of customer behavior stickiness as independent variable, expectations of customer value as dependent variable, motivations of consumption as moderator, and conduct regression analysis to research the relationship among the three. The results show that customer behavior stickiness has a significant effect on customer value, and the moderating effect of hedonic motivation of consumption on the relationship above is proved. The value of customers who hold high hedonic motivation of consumption is mainly driven from website’s single visit time, while the value of customers who hold low or middle hedonic motivation of consumption is mainly driven from website’s visit frequency.

Key words: customer behavior stickiness, motivation of consumption, customer value, stochastic model, online shopping