超越购买模式:利用预测分析来预测未表达的消费者需求
Khaled Alshaketheep1, Hind Al-Ahmed2, Ahmad Mansour3
1Department of Marketing, Business School, The Hashemite University, Zarqa, Jordan.
Acta psychologica
|May 24, 2025
概括
基于人工智能 (AI) 和各种数据的预测分析,可以帮助企业预测未表达的消费者需求,提高市场表现. 将人工智能与多种数据源集成,可以提高组织对潜在需求的响应能力.
科学领域:
- 营销策略 营销策略
- 业务分析 业务分析
- 消费者行为 消费者行为
背景情况:
- 组织越来越多地采用数据驱动的策略.
- 预测未表达的消费者需求对于获得竞争优势至关重要.
- 人工智能 (AI) 和预测分析提供了潜在的解决方案.
研究的目的:
- 调查预测分析,人工智能和各种数据如何增强潜在消费者需求的检测.
- 检查预测分析在将数据多样性与市场表现联系起来的调解作用.
- 探索客户界面质量和技术创新的缓解效应.
主要方法:
- 在约旦,巴勒斯坦和沙特阿拉伯的750名数字活跃消费者的跨国调查.
- 部分最小平方结构方程建模 (PLS-SEM) 来测试一个概念框架.
- 数据多样性的分析,交互式系统和预测分析对市场表现的影响.
主要成果:
- 预测分析在很大程度上调解了数据多样性和组织响应能力之间的关系.
- 观察到更好地识别未表达的消费者需求和改善市场表现.
- 客户界面质量适度了影响,技术创新起到了微妙的作用.
结论:
- 整合人工智能和各种数据源与预测分析是预测未表达的消费者需求的关键.
- 这项研究扩展了动态能力理论,提供了对预测智能的洞察力.
- 将以人为中心的设计与算法精度相结合,将预测性见解转化为业务价值.
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