Understanding E-Commerce Consumer Behavior Through Data Analytics: A Business Intelligence Approach (Published)
With the rise of e-commerce, data-based learning of consumer behavior has become ever more vital. This research adopts a business intelligence approach to investigate e-commerce customer behavior based on a dataset containing 1,000 records and 28 customer attributes. Native technologies (Data pre-processing, exploratory data analysis, visualization to understand customer demographics, purchasing behavior, customer loyalty, customer satisfaction, level of engagement in marketing, etc. The results are reflected in differences in customer demographics, spending habits, shopping channels, and engagement with the brand. The importance of such integration (across different areas of consumer behavior) to generate useful and actionable insights for marketing, customer relationship management, and e-commerce management is thus presented in the study.
Keywords: Business Intelligence, Consumer Behavior, Data analysis, E-Commerce, customer analytics
The Impact of Situational Factors (Store, Personal) On Urge to Buy Impulsively and Impulsive Buying Behavior (Published)
In this research, the effect of situational factors (store, personal) to urge to buy impulsively and impulsive buying has been investigated. Considering the huge share of customers with urge to buy impulsively and impulsive buying approach in order to optimal understanding and increasing profit and market share in these conditions, recognizing the features and related factors as an important issue for all marketers and stakeholders has been raised. The statistical population of this research is 384 randomly classified shoppers. The questionnaire with 33 questions has been used to measure the variables. Cronbach alpha and Spilite Halff have been used for reliability evaluation. Structural Equation modeling has been used by AMOS software to study the relationship between variables. The results show that there is a significant direct relationship between the positional factors (shopping) and to urge to buy impulsively and Impulsive buying and there is a meaningful and reverse relationship between the situational factors (personal) and to urge to buy impulsively and Impulsive buying. The results show that by increasing the effect of store factors, the willingness for Impulsive buying behavior will increase, and by increasing of an effect of personal factors, the willingness for Impulsive buying will decrease.
Keywords: Consumer Behavior, Impulsive buying, Urge to buy impulsively, situational factors.