Prediction of Purchase Intention of High and Middle Potential Users in Luxury Hotels Based on Data Mining

Abstract

In recent years, the term “big data” has attracted the attention of many scholars and business managers, and the emergence of massive data has ushered in a major transformation of the times. Service quality and customer repeat purchase intention are two of the hot issues in the field of service research. Clarifying the mechanism of the two can help enterprises establish long-term customer relations with more customers through the improvement of service quality, enhance their competitive strength, and improve enterprise performance. According to the actual consumer purchase data provided, the existing data sets are visually analyzed and processed to find the consumer purchase rules, build features and build a reasonable consumer purchase prediction experimental data set. Based on the obtained experimental data set, a single prediction model of consumer purchase is designed. According to the analysis of the instantiation results of the single prediction model, the single model consumed in the fusion model of consumer purchase prediction is determined. In order to demonstrate the viewpoints put forward, the research model is established, the research hypothesis is put forward, the questionnaire is designed by referring to the literature and field investigation, and the results of the questionnaire are empirically analyzed. Using the methods of descriptive statistical analysis, factor analysis, reliability and validity test, and regression analysis, the hypothesis that service quality has a direct impact on customer repeat purchase intention is verified.