Abstract
Predicting customer purchase behaviour is an interesting and challenging task. In e-commerce context, to tackle the challenge will confront a lot of new problems different from those in traditional business. This study investigates three factors that affect purchasing decision-making of customers in online shopping: the needs of customers, the popularity of products and the preference of the customers. Furthermore, exploiting purchase data and ratings of products in the e-commerce website, we propose methods to quantify the strength of these factors: (1) using associations between products to predict the needs of customers; (2) combining collaborative filtering and a hierarchical Bayesian discrete choice model to learn preference of customers; (3) building a support vector regression based model, called Heat model, to calculate the popularity of products; (4) developing a crowdsourcing approach based experimental platform to generate train set for learning Heat model. Combining these factors, a model, called COREL, is proposed to make purchase behaviour prediction for customers. Submitted a purchased product of a customer, the model can return top n the most possible purchased products of the customer in future. Experiments show that these factors play key roles in predictive model and COREL can greatly outperform the baseline methods.
Recommended Citation
Qiu, Jiangtao, "A PREDICTIVE MODEL FOR CUSTOMER PURCHASE BEHAVIOR IN E-COMMERCE CONTEXT" (2014). PACIS 2014 Proceedings. 369.
https://aisel.aisnet.org/pacis2014/369