A prediction model for success of services in e-commerce using decision tree: E-customer's attitude towards online service

Authors:
Sungjoo Lee;Seunghoon Lee;Yongtae Park
Affiliations:
Department of Industrial Engineering, School of Engineering, Seoul National University, San 56-1, Shillim-Dong, Kwanak-Gu, Seoul 151-742, Republic of Korea;Department of Industrial Engineering, School of Engineering, Seoul National University, San 56-1, Shillim-Dong, Kwanak-Gu, Seoul 151-742, Republic of Korea;Department of Industrial Engineering, School of Engineering, Seoul National University, San 56-1, Shillim-Dong, Kwanak-Gu, Seoul 151-742, Republic of Korea
Venue:
Expert Systems with Applications: An International Journal
Year:
2007

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Abstract

This research attempts to identify some characteristics of services which encourage customers to buy online and to develop a prediction model for success based on customer recognitions of service offerings in e-commerce. For the purpose, a survey was conducted on potential e-customers for their understandings of service offerings extracted from Portal Sites. Collected data were used to develop a prediction model using decision tree which showed superior prediction accuracy to conventional techniques. The results will help predict online success judging from customer acceptance and afford a better understanding of how to facilitate future adoption of services in e-commerce.