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Customer Behaviour Analysis of E-commerce: What information can we get from customers' reviews through big data analysis
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Entrepreneurship and innovation.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Online transactions have been growing exponentially in the last decade, contributing to up to

11% of total retail sales. One of the parameters of success in online transactions are online

reviews where customers have the chance to assign level of satisfaction regarding their

purchase. This review system acts as a bargaining power for customers so that their

suppliers pay more attention to their satisfaction, as well as benchmark for future prospective

customers. This research digs into what actually causes customers to assign high level of

satisfaction in their online purchase experience: Whether it is packaging, delivery time or

else. This research also tries to dig into customer behaviour related to online reviews from

three different perspectives: gender, culture and economic structure. Data mining

methodology is used to collect and analyse the data, thus providing a reliable quantitative

study. The end result of this study is expected to assist in marketing decisions to capture

certain types of consumers who significantly place or purchasing decision based on online

reviews.

Place, publisher, year, edition, pages
2019. , p. 37
Series
TRITA-ITM-EX ; 2019:212
Keywords [en]
Customer behaviour analysis, Online reviews, text analysis, cultures, genders, e-commerce
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:kth:diva-254194OAI: oai:DiVA.org:kth-254194DiVA, id: diva2:1328724
Subject / course
Entrepreneurship and Innovation Management
Educational program
Master of Science - Industrial Engineering and Management
Presentation
2019-05-28, 243, Lindstedtsvägen 30, Stockholm, 23:22 (English)
Supervisors
Examiners
Projects
Entrepreneurship & Innovation ManagementAvailable from: 2019-09-06 Created: 2019-06-22 Last updated: 2019-09-06Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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