Applying decision tree data mining for online group buying consumers' behaviour
by Jyh-Jian Sheu, Yao-Wen Chang, Ko-Tsung Chu
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 2, No. 2, 2008

Abstract: This paper treated 'amount of invested money' and 'use times' of online group buying as the dependent variables, and applied the clustering algorithm and the decision tree data mining technique to deeply analyse the influences of independent variables on each dependent variable and observe the possible association rules existing among them. We found that the consumers' past online shopping experience would directly affect their decision-making. Noticeably, the people who tended to be willing to participate in the money-saving group buying, were not the ones with lower incomes; instead, they were the ones with more incomes.

Online publication date:: Sat, 16-Aug-2008

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Customer Relationship Management (IJECRM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com