27,720 research outputs found
Customer purchase behavior prediction in E-commerce: a conceptual framework and research agenda
Digital retailers are experiencing an increasing number of transactions coming from their consumers online, a consequence of the convenience in buying goods via E-commerce platforms. Such interactions compose complex behavioral patterns which can be analyzed through predictive analytics to enable businesses to understand consumer needs. In this abundance of big data and possible tools to analyze them, a systematic review of the literature is missing. Therefore, this paper presents a systematic literature review of recent research dealing with customer purchase prediction in the E-commerce context. The main contributions are a novel analytical framework and a research agenda in the field. The framework reveals three main tasks in this review, namely, the prediction of customer intents, buying sessions, and purchase decisions. Those are followed by their employed predictive methodologies and are analyzed from three perspectives. Finally, the research agenda provides major existing issues for further research in the field of purchase behavior prediction online
New probabilistic interest measures for association rules
Mining association rules is an important technique for discovering meaningful
patterns in transaction databases. Many different measures of interestingness
have been proposed for association rules. However, these measures fail to take
the probabilistic properties of the mined data into account. In this paper, we
start with presenting a simple probabilistic framework for transaction data
which can be used to simulate transaction data when no associations are
present. We use such data and a real-world database from a grocery outlet to
explore the behavior of confidence and lift, two popular interest measures used
for rule mining. The results show that confidence is systematically influenced
by the frequency of the items in the left hand side of rules and that lift
performs poorly to filter random noise in transaction data. Based on the
probabilistic framework we develop two new interest measures, hyper-lift and
hyper-confidence, which can be used to filter or order mined association rules.
The new measures show significantly better performance than lift for
applications where spurious rules are problematic
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