Proceedings of the 2025 6th International Conference on Management Science and Engineering Management (ICMSEM 2025)

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Analysis of Consumption Behavior of High-value Customers Based on RFM Model and K-means Clustering

Authors
Yaxuan Peng1, Zirui He1, Tiancheng Yang1, Qingye Huang2, *
1School of Advanced Manufacturing, Guangdong University of Technology, Guangzhou, 510006, China
2Institute of Collaborative Innovation, University of Macau, Macau, 999078, China
*Corresponding author. Email: qingyehuang@163.com
Corresponding Author
Qingye Huang
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-845-5_115How to use a DOI?
Keywords
Consumer behavior analysis; RFM model; K-means; High-value customers; Precision marketing
Abstract

This paper proposed a novel model to evaluate the behavioral characteristics of high-value customers using RFM model and the e-commerce consumer behavior data from the Kaggle platform. This model integrates detailed demographic analysis, including age-specific consumption patterns, payment preferences, and device usage to provide a more nuanced understanding of high-value customer segments. The results showed that high-value customers were mainly concentrated in the under-46 age group, and different age groups presented unique consumption patterns. Young people preferred mobile payment and flexible delivery, while the middle-aged and elderly group were more sensitive to discounts and had higher brand loyalty. Finally, this paper provided targeted precision marketing strategies and theoretical and practical guidance for enterprises to achieve refined operation.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 6th International Conference on Management Science and Engineering Management (ICMSEM 2025)
Series
Atlantis Highlights in Economics, Business and Management
Publication Date
16 September 2025
ISBN
978-94-6463-845-5
ISSN
2667-1271
DOI
10.2991/978-94-6463-845-5_115How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yaxuan Peng
AU  - Zirui He
AU  - Tiancheng Yang
AU  - Qingye Huang
PY  - 2025
DA  - 2025/09/16
TI  - Analysis of Consumption Behavior of High-value Customers Based on RFM Model and K-means Clustering
BT  - Proceedings of the 2025 6th International Conference on Management Science and Engineering Management (ICMSEM 2025)
PB  - Atlantis Press
SP  - 1174
EP  - 1180
SN  - 2667-1271
UR  - https://doi.org/10.2991/978-94-6463-845-5_115
DO  - 10.2991/978-94-6463-845-5_115
ID  - Peng2025
ER  -