A Purchasing Prediction Model Considering Pre-purchase Behaviors

Abstract

Consumer purchase behavior models in marketing focus on analyzing the factors that influence consumers' purchases. However, the explanatory variables used in conventional models, such as point-of-sale data from physical stores and customer attributes, do not facilitate the analysis of consumers' purchasing processes, such as the decision making involved in purchases. On an e-commerce site, it is possible to study such purchasing behaviors because data can be collected during the consumer's purchasing process in addition to the data obtained from the result of the consumer's purchase. This study aimed to build a model of consumer purchasing behavior that considers the characteristics of consumers expressed by the time they spend on a website and their behavior prior to purchase and to clarify the importance of the features used in the model so that it can be used in developing effective marketing strategies. This will enable us to build a more sophisticated model of consumer purchasing behavior, which will enable us to understand the factors that influence consumer purchasing behavior more accurately than before, which will enable us to develop precise marketing measures and improve sales for companies.