A Purchasing Prediction Model Considering the Time Consumers Spend on a Site and Consumers Characteristics

The consumer purchasing behavior model in marketing focuses on analyzing the factors that influence the consumer’s purchasing. However, it is not possible to analyze the consumer’s purchasing process, such as what the consumer thinks and what he or she thinks, using data such as real store POS data and demographic attributes, which are the explanatory variables used in the conventional model. On EC sites, it is possible to obtain data on the process of a consumer’s purchase, in addition to data that can only be generated from the result of the consumer’s purchase, so it is possible to model various purchasing behaviors.The purpose of this study is to construct a consumer purchasing behavior model that takes into account consumer characteristics, which can be expressed from the time consumers spend on the site and their pre-purchase behavior, and to determine the importance of the features used in the model, so that marketing strategies can be developed from the model.