Characterising and Segmenting the Business-to-Consumer E-Commerce Market Using Neural Networks
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AbstractThe following sections are included:IntroductionThe latent dimensions underlying the Internet users' opinions of online shoppingDescription of the data used in this studyFactor analysis rationale and methodologyFactor analysis results and their interpretationSummaryPrediction of the propensity to buy from the Internet channelVariable selectionQuantitative prediction of online purchasing behaviourSummarySegmentation of the e-commerce consumer marketDescription of the dataThe GTM as a principled model for data visualization and market segmentationExperimentsConclusionsReferences