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

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dc.title Online shopper-vendor interactions: Identifying interestingness relations using clustering and association rules mining en
dc.contributor.author Kwarteng, Michael Adu
dc.contributor.author Nabareseh, Stephan
dc.contributor.author Pilík, Michal
dc.relation.ispartof Proceedings of the International Conference on e-Learning, ICEL
dc.identifier.issn 2048-8882 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.isbn 978-1-911218-35-7
dc.date.issued 2017
dc.citation.spage 129
dc.citation.epage 137
dc.event.title 12th International Conference on e-Learning, ICEL 2017
dc.event.location Orlando, FL
utb.event.state-en United States
utb.event.state-cs Spojené státy americké
dc.event.sdate 2017-06-01
dc.event.edate 2017-06-02
dc.type conferenceObject
dc.language.iso en
dc.publisher Academic Conferences Ltd.
dc.subject e-commerce en
dc.subject on-line shopping en
dc.subject consumer buying behavior en
dc.subject association rule mining en
dc.subject cluster analysis en
dc.subject Czech Republic en
dc.description.abstract 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' 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. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1007476
utb.identifier.rivid RIV/70883521:28120/17:63516525!RIV18-MSM-28120___
utb.identifier.obdid 43876671
utb.identifier.scopus 2-s2.0-85027879535
utb.identifier.wok 000463647100018
utb.source d-scopus
dc.date.accessioned 2017-09-14T09:00:52Z
dc.date.available 2017-09-14T09:00:52Z
utb.contributor.internalauthor Kwarteng, Michael Adu
utb.contributor.internalauthor Nabareseh, Stephan
utb.contributor.internalauthor Pilík, Michal
utb.wos.affiliation [Kwartengl, Michael Adu; Nabareseh, Stephen; Pilik, Michal] Tomas Bata Univ Zlin, Fac Econ & Management, Zlin, Czech Republic
utb.scopus.affiliation Tomas Bata University in Zlin, Faculty of Management and Economics, Czech Republic
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