Online shopper-vendor interactions: Identifying interestingness relations using clustering and association rules mining

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F17%3A63516525" target="_blank" >RIV/70883521:28120/17:63516525 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Online shopper-vendor interactions: Identifying interestingness relations using clustering and association rules mining

Original language description

Online shopping as a form of electronic commerce worldwide, has come to stay. While many studies have been authored on the motivation that drives the daily interactive transactions, the interplay between shoppers and vendors continues to increase in complexity, especially with the regular introduction of many advanced online services and features. Among the issues that have also increased the complexity are how different demographic profiles and geographic backgrounds impact online sales and customer retention. The interest in shopping online is motivated by a reduction in key barriers and the trust cultivated in an e-shop as compared to other alternatives. Against this background, this paper uses the a-priori Algorithm in Association rule mining to discover strong rules between variables of interest in a large dataset of e-shoppers in the Czech Republic. With a higher support and lift, the results reveal a high level of confidence between the reasons that propel the customer to start buying via the Internet, criteria for buying items on the Internet and the information gathered before the initiation of an online transaction. The paper further conducts a comparative analysis of shoppers&apos; attitudes to foreign e-shops and local ones. In addition, the paper uses a clustering algorithm to segment demographic variables of respondents against the inclination of local Czech e-shoppers attitudes to foreign e-shops and their local shops. The results indicate that millennial Czech e-shoppers tend to patronize other foreign e-shops, especially female respondents, while adult e-shoppers are conservative when it comes to e-shopping. Finally, the paper proposes managerial recommendations for e-vendors in the Czech Republic on how best they can incorporate e-shoppers into their fold, given the notion that online shopping is here to stay. A total of 1,602 shoppers in the Czech Republic responded to the questionnaire, generating the data forthe analysis.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50200 - Economics and Business

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2017

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Proceedings of the 12th International Conference on e- Learning

ISBN

978-1-911218-35-7

ISSN

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e-ISSN

neuvedeno

Number of pages

9

Pages from-to

129-137

Publisher name

Academic Conferences and Publishing International Limited

Place of publication

London

Event location

Orlando

Event date

Jun 1, 2017

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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