[2M4-GS-10] AI application

[2M4-GS-10-03] Analysis of Returnee Users in C2C Electronic Commerce

〇Ryo Hatanaka¹, Ryuji Watanabe², Hiroka Zaitsu², Yusuke Miyake², Fujio Toriumi¹ (1. The University of Tokyo, 2. Pepabo R&D Institute, GMO Pepabo, Inc.)

Keywords:C2C e-commerce, marketing, big data, consumer behavior, returnee users

For service providers, the users who have used the service in the past but have already left are important because they are still expected to resume using it. However, detailed research on this user's return to the service has not yet been conducted. In this study, we focused on "returnee users" and analyzed the buyers’ behavioral data at minne, a handmade C2C e-commerce. This study clarifies the significance and the way of promoting their return. First, it is shown that returnee users tend to purchase more times than new users, and acquiring them has a high effect on service revitalization. In addition, it is shown that the psychological hurdle for returning increases as the withdrawal period becomes longer, and goods for hobbies, or those which can be easily purchased from the other competitors become insufficient to motivate users to return. On the other hand, products related to life events or anniversaries, and products that the service is considered special about, may motivate them to return. Furthermore, it became clear that recommending new products from producers whose products they purchased in the past is effective to encourage the users to return to the service.