Title: Applying decision tree data mining for online group buying consumers' behaviour

Authors: Jyh-Jian Sheu, Yao-Wen Chang, Ko-Tsung Chu

Addresses: Department of Information Management, National Dong Hwa University, No. 1, Sec. 2, Da-Hsueh Road Shou-feng, Hualien, 97401, Taiwan, ROC. ' Department of Information Management, National Dong Hwa University, No. 1, Sec. 2, Da-Hsueh Road Shou-feng, Hualien, 97401, Taiwan, ROC. ' Department of International Business, Minghsin University of Science and Technology, 1, Hsin Hsin Road, Hsin Feng, Hsinchu 30401, Taiwan, ROC

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.

Keywords: customer relationship management; customer satisfaction; data mining; decision tree; online group buying; consumer behaviour; CRM; clustering algorithms; online shopping; past experience; internet shopping; decision making.

DOI: 10.1504/IJECRM.2008.019929

International Journal of Electronic Customer Relationship Management, 2008 Vol.2 No.2, pp.140 - 157

Published online: 16 Aug 2008 *

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