The purpose of this paper is to study the regularity of the e-commerce customer repeat purchase behavior, and provide new ideas and methods for e-commerce vendor’s e-commerce customer management.,Through analysis of the priority in activity mechanism and new customers’ dynamic growth in customer’s purchase behavior, this paper builds a model of the customer’s purchase frequency, which can be verified by the empirical data gathered from www.taobao.com, www.jd.com, www.yhd.com and www.amazon.com.,This paper discovers the regularity that the customer’s purchase frequency obeys power law distribution. Empirical data show that this model can represent the real repeat purchase process well. At the same time, it provides the theoretical basis for the vendor regional management by introducing the concept of stickiness and the corresponding methods of calculation.,This study only focuses on the basic model of e-commerce customer’s repeat purchase and lack of study on influence factors about the characteristics of different vendors and it needs to make extensions considering fluctuation of new customers, or customer aging and loss.,This study provides a theoretical basis for vendor to take different marketing strategies through classifying customers based on the characteristic of purchase stickiness.,The definition and calculation method of purchase stickiness is put forward for the first time, and the value of purchase stickiness changes with the number of purchase. It provides the theoretical basis for the vendor regional management, and will be good for further studying the e-commerce market about customer’s purchase behavior.

中文翻译：

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电子商务客户重复购买行为与购买粘性研究

本文旨在研究电子商务客户重复购买行为的规律性，为电子商务供应商的电子商务客户管理提供新的思路和方法。消费者购买行为的动态增长，本文建立了顾客购买频率的模型，可以通过从www.taobao.com，www.jd.com，www.yhd.com和www.amazon收集的经验数据进行验证。本文发现顾客的购买频率服从幂律分布的规律。经验数据表明，该模型可以很好地表示真实的重复购买过程。同时，通过介绍粘性的概念和相应的计算方法，为供应商区域管理提供了理论依据。本研究仅关注电子商务客户重复购买的基本模型，而对影响顾客特征的影响因素的研究却很少。不同的供应商，需要扩展以考虑新客户的波动或客户的老龄化和损失。本研究为供应商根据购买粘性的特征对客户进行分类，以采取不同的营销策略提供了理论基础。首次提出购买粘性的方法，购买粘性的价值随购买次数的变化而变化。它为供应商区域管理提供了理论依据，