Author

  • Nurul Ain Mustakim

    • Faculty of Business & Management, Universiti Teknologi MARA, Cawangan Melaka Kampus Bandaraya Melaka, Melaka, Malaysia
    • Malaysia

  • Maslina Abdul Aziz

    • College of Computing, Informatics and Mathematics, Universiti Teknologi MARA Shah Alam, Malaysia
    • Malaysia

  • Shuzlina Abdul Rahman

    • College of Computing, Informatics and Mathematics, Universiti Teknologi MARA Shah Alam, Malaysia
    • Malaysia

Abstract

Understanding and predicting consumer behavior will help e-commerce businesses improve customer satisfaction and devise better marketing strategies. This study is intended to explore the use of decision tree algorithms in predictions of consumer purchase behavior in the e-commerce platform in Malaysia. Comparing the performances of J48, Random Tree, and REPTree decision tree models using an online shopper dataset collected by surveying 560 Malaysians, on various aspects like accuracy, precision, recall, and F1 score. Results indicate that the highest accuracy has been achieved with the Random Tree algorithm, outperforming J48 and REPTree. The results will, therefore, form the basis upon which e-commerce can restrategize its marketing programs for better customer engagement. This is an important study in that it shows the efficacy of applying a decision tree algorithm to understand customer behavior in the context of Malaysia and adds to the growing body of knowledge in predictive analytics in e-commerce.

Keywords

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How to Cite

Mustakim, N. A., Abdul Aziz, M., & Abdul Rahman, S. (2024). Predicting Consumer Behavior in E-Commerce Using Decision Tree: A Case Study in Malaysia. Information Management and Business Review, 16(3(I), 201-209. https://doi.org/10.22610/imbr.v16i3(I).3965

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Research Paper

Published in

Vol. 16 No. 3(I) (2024) Event Management, Control Systems & Digital Health View issue contents

Published

2024-09-06

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