Customer purchase behavior prediction in e-commerce: A conceptual framework and research agenda

Douglas Cirqueira, Markus Hofer, Dietmar Nedbal, Markus Helfert, Marija Bezbradica

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

2 Citations (Scopus)

Abstract

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.
Original languageEnglish
Title of host publicationNew Frontiers in Mining Complex Patterns - 8th International Workshop, NFMCP 2019, held in Conjunction with ECML-PKDD 2019, Revised Selected Papers
EditorsMichelangelo Ceci, Corrado Loglisci, Giuseppe Manco, Elio Masciari, Zbigniew Ras
PublisherSpringer
Pages119-136
Number of pages18
ISBN (Print)9783030488604
DOIs
Publication statusPublished - 2020
Event8th International Workshop on New Frontiers in Mining Complex Patterns, NFMCP 2019, held in conjunction with the European Conference on Machine Learning and Principles and Practice of Knowledge Discovery in Databases, ECML-PKDD 2019 - Würzburg, Germany
Duration: 16 Sep 201916 Sep 2019

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume11948 LNAI
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Workshop

Workshop8th International Workshop on New Frontiers in Mining Complex Patterns, NFMCP 2019, held in conjunction with the European Conference on Machine Learning and Principles and Practice of Knowledge Discovery in Databases, ECML-PKDD 2019
CountryGermany
CityWürzburg
Period16.09.201916.09.2019

Keywords

  • Behavior analytics
  • Consumer behavior
  • Data mining
  • Digital retail
  • E-commerce
  • Machine learning
  • Purchase prediction

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