Customer Behaviour Analysis of E-commerce : What information can we get from customers' reviews through big data analysis

Abstract: 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.