Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Holiday Effect of Purchase Interval of Mobile Phone in Chinese Online B2C Market

  • Kwak, Youngsik (Entrepreneurship Research Institute, Gyeongnam National University of Science and Technology) ;
  • Hong, Jaewon (Dept. of Global Trade, Gyeongnam National University of Science and Technology) ;
  • Nam, Yongsik (Cheil China) ;
  • Nam, Yoonjung (Vino Consulting)
  • Received : 2019.05.15
  • Accepted : 2019.05.30
  • Published : 2019.06.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to demonstrate empirically whether replacement intervals of mobile phones sold in China online B2C are influenced by purchase points such as holidays. If there is a holiday effect, it is expected that the product replacement interval or interpurchase interval will be short compared to the usual one at holiday time. In order to verify this positively, at TMall, one of the largest B2C sites in China, we explored 5,132 replacement cycle intervals and the point of purchase at which one of the sales records of an agent dealing with all multinational mobile phones had minimum two purchase records. As a result, there was a buyer who had shorter replacement period than usual in holiday season. There was no statistically significant difference in the intervals of interchange between holidays. Based on the results, it was found that the mobile phone vendors were aware that purchasing was occurring due to the holiday.

Keywords

CPTSCQ_2019_v24n6_205_f0001.png 이미지

Fig. 1. Distribution of interpurchase time

Table 1. Statistics of Interpurchase time

CPTSCQ_2019_v24n6_205_t0001.png 이미지

Table 2. Interpurchase time of holiday

CPTSCQ_2019_v24n6_205_t0002.png 이미지

Table 3. ANOVA test

CPTSCQ_2019_v24n6_205_t0003.png 이미지

Table 4. Sheffe test

CPTSCQ_2019_v24n6_205_t0004.png 이미지

Table 5. Effects of holiday type on interpurchase time

CPTSCQ_2019_v24n6_205_t0005.png 이미지

References

  1. www.smedaily.co.kr, http://www.smedaily.co.kr/news/articleView.html?idxno=81525
  2. Moon, K., "A Study of Test Mofor Lunar Holiday effects Using RegARIMA Model," Journal of Korean official statistics, Vol. 10, No. 2, pp. 119-145. 2005.
  3. Lee, M., Hwang, S. and Kwak, Y., "Descriptive Study on the Purchase Timing Effect in Athletic Shoes-Focused on Day-of-the-week Effect and Intra-month Effect," Journal of the Korean Society of Clothing and Textiles, Vol. 36, No. 4, pp. 422-431. 2012. https://doi.org/10.5850/JKSCT.2012.36.4.422
  4. Gupta, S., "Stochastic Models of Interpurchase Time with Time-Dependent Covariates," Journal of Marketing Research, Vol. 28, No, 1, pp. 1-15. 1991. https://doi.org/10.1177/002224379102800101
  5. Kahn B. E. and D. Schmittlein, "Shopping Trip Behavior: An Empirical Investigation," Marketing Letters, Vol/ 1, pp. 55-70. 1989. https://doi.org/10.1007/BF00436149
  6. Feinberg, F., B. E. Kahn, and L. McAlister, "Implications and Relative Fit of Several First-Order Markov Models of Consumer Variety-Seeking," European Journal of Operations Research, Special Issue on Stochastic Models of Consumer Behavior, Vol. 76, No. 2, pp. 309-320. 1994.
  7. Menon, S. and B.E. Kahn, "The Impact of Context on Variety-Seeking in Product Choices," Journal of Consumer Research, Vol. 22, No. December, pp. 285-295. 1995. https://doi.org/10.1086/209450
  8. Morrison, D. G., "Interpurchase Time and Brand Loyalty, Journal of Marketing Research," Vol. 3, No. 3, pp. 289-292. 1966. https://doi.org/10.1177/002224376600300309
  9. Larson, S. J. and Larson, R. B., "Purchase a Time-Share Interval or Rent Hotel Rooms? Preparing for a Discussion with Clients," Journal of Financial Planning, Vol. 22, No. 11, pp. 44-53. 2009.
  10. Lismont, J, Ram, S, Vanthienen, J, Lemahieu, W. and Baesens, B., "Predicting interpurchase time in a retail environment using customer-product networks: An empirical study and evaluation," Expert systems with applications, Vol. 104, pp. 22-32. 2018. https://doi.org/10.1016/j.eswa.2018.03.016
  11. Kang, H., and Min, D., "The Effects of Temporal Distance between Purchase and Consumption on Consumer Choice," Journal of the Korean Operations Research and Management Science Society, Vol. 35, No. 4, pp. 1-16. 2010.
  12. Kim, J. and Lee, W., "Purchase Prediction and Marketing Utilization Through Pseudo Periodic Pattern Analysis," Proceedings at 2017 summer ki-it conference, pp. 52-54. 2017.
  13. Karmakar, M. and Chakraborty, M., "Holiday effect in the Indian stock market," Finance India, Vo. 14, No. 1, pp. 165-172. 2000.
  14. Chen, P., Tan, P., Chou, C., Lin, Y., Chen, W, and Shiu, C., "Impacts of holiday characteristics and number of vacation days on holiday effect in Taipei: Implications on ozone control strategies," Atmospheric environment, Vol. 202, pp. 357-369, 2019. https://doi.org/10.1016/j.atmosenv.2019.01.029
  15. Park, S., Park., C. and Kang, C., "Effects of a holiday trip on health and quality of life: evidence from a natural experiment in South Korea," Applied Economics. Vol. 50, No. 42, pp. 4556-4569. 2018. https://doi.org/10.1080/00036846.2018.1458194
  16. Klesges, R., Klem, M. L., and Bene, C.R., "Effects of dietary restraint, obesity, and gender on holiday eating behavior and weight gain," Journal of Abnormal Psychology, Vol. 98, No. 4, pp. 499-503, 1989. https://doi.org/10.1037/0021-843X.98.4.499
  17. Bell, W.R. and Hillmer, S.C., "Modeling Time Series with Calendar Variation," Journal of the American Statistical Association, Vol. 78, pp. 526-534. 1983. https://doi.org/10.1080/01621459.1983.10478005
  18. Lin, L. and Liu. T.S., "Modeling lunar calendar effects in Taiwan," Taiwan Economic Forecast and Policy, Vol. 33, pp. 1-37. 2002.
  19. Cross, F., "The Behavior of Stock Prices on Fridays and Mondays," Financial Analysts Journal, Vol. 29, No. 6, pp.67-69. 1973. https://doi.org/10.2469/faj.v29.n6.67
  20. MacKay, D., A., "Spectral Analysis of the Frequency of Supermarket Visits," Journal of Marketing Research Vol. 10, No. Feb. pp. 84-90. 1973. https://doi.org/10.1177/002224377301000112
  21. Klimas, C. A., and Shaffer, B., "Exploring the impact of holiday gifts: An economic and environmental comparison of DVDs and books received as gifts," Sustainable Production and Consumption, Vol. 19, pp. 11-24. 2019. https://doi.org/10.1016/j.spc.2019.02.004
  22. Jaffe, J., Keim, D.B. and Westerfield, R., "Earnings Yields, Market Values, and Stock Returns," Journal of Finance, Vol. 44, pp. 135-148. 1989. https://doi.org/10.1111/j.1540-6261.1989.tb02408.x
  23. Batrinca, B., Hesse, C. W., and Treleaven, P. C., "European trading volumes on cross-market holidays," International Journal of Finance and Economics, Vol. 23, No. 4, pp. 675-704. 2018. https://doi.org/10.1002/ijfe.1643
  24. Casalin, F., "Determinants of holiday effects in mainland Chinese and Hong-Kong markets," China Economic Review, Vol. 49, pp. 45-67. 2018. https://doi.org/10.1016/j.chieco.2017.12.011