An Information-Logical Model for Determining Consumer Priorities in Electronic Commerce Based on Clustering and Classifying a Client’s Personal and Consumer Profile

Abstract

An informational-logical model for the implementation of the process of determining consumer priorities in the framework of supplier and customer interaction is developed using the clustering and classification methods based on a client’s personal and consumer profile. The information-logical model for determining customer preferences allows improving the business process of choosing a rational set of goods and services depending on customer characteristics; form an actual system of market relations; ensure rationality and timeliness of the flow of goods and services to the e-commerce market, which will ensure their diversification and differentiation. A rational set of parameters of information about clients and their activity in the e-commerce market is proposed. The process of collecting, preparing and analyzing information about clients in the e-commerce market for its subsequent clustering and classification is characterized. The sources of information are identified, the relationship among the selected characteristics is illustrated, and a set of 22 characteristics of consumers in the e-commerce market is presented. There given a description of the concepts of consumer profile in the e-commerce market and personal profile of a client as a descriptive component of the element within the client cluster, which together represent a complete model of a typical e-commerce client and can be used to identify and analyze consumer priorities. To establish the relationship between the profiles and clusters, the support vector machine is applied.

Keywords

• e-commerce
• consumer priorities
• clustering
• information-logical model