Abstract
ABSTRACT The delivery service business model is the final link in logistics for both online-and-offline business. Online-and-offline business models combine e-commerce and physical commerce, using online marketing techniques to drive consumption in physical channels. Delivery service and online-and-offline purchasing for collaborative recommendations on retail cross-channels are complex and cross-disciplinary problems of enterprise integration. This study implements two-stage data mining analytics for clustering and association rules analysis, to investigate Taiwan consumers’ (n = 2,209) preferences for delivery service. This process clarifies online-and-offline purchasing behaviours and preferences to find knowledge profiles/patterns/rules for cross-channel collaborative recommendations. Finally, theoretical and practical implications for methodology and enterprise are presented.
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