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데이터마이닝을 적용한 여성 골프웨어 판매 예측 모델 연구: 거시경제요인과 소비자판매가격을 중심으로
A Study on the Prediction Model for Sales of Women's Golfwear with Data Mining: Focus on Macroeconomic Factors and Consumer Sales Price 원문보기

디지털융복합연구 = Journal of digital convergence, v.19 no.11, 2021년, pp.445 - 456  

한기향 (건국대학교 패션디자인학과)

초록
AI-Helper 아이콘AI-Helper

본 연구는 소비자의 구매행동에 영향을 미치는 거시경제변수와 소비자 판매가격을 변수로 여성 골프웨어 판매량에 영향을 미치는 변수의 중요도를 확인하고 골프웨어의 판매 증진을 위한 가격전략을 제안하는 것을 목적으로 한다. 국내 여성 골프웨어 브랜드의 매출자료를 의사결정나무 알고리즘과 앙상블을 이용해 분석하였다. 티셔츠, 팬츠와 니트류는 소비자 판매가격이 판매량에 가장 중요한 영향을 미치는 요인인 것으로 밝혀졌으며, 스커트와 원피스의 경우 소비자 판매가격 외에 카테고리가 중요 요인인 것으로 밝혀졌다. 이러한 연구 결과는 아이템에 따라 소비자의 구매 행동에 영향을 주는 경제 변수가 다르다는 것을 의미하는 것으로 적절한 가격전략을 통해 매출 및 이윤을 극대화할 수 있음을 시사하고 있다.

Abstract ▼ AI-Helper 아이콘AI-Helper

The purpose of this study is to identify the importance of variables affecting women's golf wear sales with macroeconomic variables and consumer selling prices that affect consumers' purchasing behavior, and to propose a price strategy to increase sales of golf wear. Data of domestic women's golf we...

주제어

#골프웨어   #데이터 마이닝   #소비자 판매가격   #의사결정나무   #앙상블  

표/그림 (20)

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