Title: The influencing factors of consumers' purchase behaviour preference in the internet market based on joint analysis

Authors: Meijuan Li

Addresses: Luoyang Vocational College of Culture and Tourism, Luoyang, 471000, China

Abstract: This study employs conjoint analysis to examine the determinants of consumer purchase behaviour preferences in digital market environments. The research methodology involves decomposing products into key attributes and collecting corresponding consumer preference data, followed by determining full-profile preferences and calculating attribute importance weights. Subsequently, conjoint analysis is applied to estimate simulated product market shares, thereby quantifying the influence of different attributes on consumer purchase decisions. The Bradley-Terry-Ross model is then implemented to compute attribute utility values and validate the findings. The analysis reveals that logistics distribution systems and e-commerce platform features constitute the primary factors influencing purchase behaviour preferences. Through iterative recommendation processes, the proposed method achieves a peak purchase prediction accuracy of 88.1%, demonstrating its efficacy in forecasting consumer preferences with substantial precision.

Keywords: joint analysis method; consumer; purchase preference behaviour; internet market; purchase decision.

DOI: 10.1504/IJBIDM.2025.149090

International Journal of Business Intelligence and Data Mining, 2025 Vol.27 No.2/3/4, pp.215 - 227

Received: 21 Nov 2024
Accepted: 18 Jun 2025
Published online: 13 Oct 2025 *

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