文章基本信息

标题：Explaining Individuals’ Usage of Social Commerce: A Data Mining Approach
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作者：Yazan Alshamaila ; Ibrahim Aljarah ; Ala’ M. Al-Zoubi 等
期刊名称：Modern Applied Science
印刷版ISSN：1913-1844
电子版ISSN：1913-1852
出版年度：2018
卷号：12
期号：8
页码：116-128
DOI：10.5539/mas.v12n8p116
语种：English
出版社：Canadian Center of Science and Education
摘要：With the use of Web 2.0 technology, e-commerce is undergoing a radical change that enriches consumer involvement and enables a better understanding of economic value. This emerging phenomenon is known as social commerce. Social commerce (s-commerce) presents a new alternative for consumers to search for and find information about products they are seeking to buy. In spite of its universality, the adoption of this burgeoning technology is affected by several factors. This research project is an initial attempt to explore individuals’ intention of s-commerce usage through the data mining approach. The data was collected via a web-based questionnaire survey of 360 social network site (SNS) users in Jordan. Data mining techniques were then used to analyze the collected data in order to figure out what group of features is best for predicting s-commerce adoption among SNS users. The results showed that data characteristics related to gender, monthly income, civil status, number of connections, and prior online shopping experience are key factors in the classification process. The findings may assist researchers in investigating social commerce issues and aid practitioners in developing new s-commerce strategies.