Decision tree and rule-based classification for predicting online purchase behavior in Malaysia / Maslina Abdul Aziz, Nurul Ain Mustakim and Shuzlina Abdul Rahman

• Main Authors: Abdul Aziz, Maslina, Mustakim, Nurul Ain, Abdul Rahman, Shuzlina
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA Press (Penerbit UiTM) 2024
• Subjects: Electronic commerce; Factor analysis. Principal components analysis. Correspondence analysis
• Online Access: https://ir.uitm.edu.my/id/eprint/105187/1/105187.pdf; https://ir.uitm.edu.my/id/eprint/105187/

In Malaysia, fast growth in e-commerce speeds a business need to understand and predict consumer online behavior in order to be more competitive. While the whole world is embracing big data analytics, many businesses in Malaysia, particularly those in the ecommerce sector, find it hard to harness th...