Consumer behavior analysis based on Internet of Things platform and the development of precision marketing strategy for fresh food e-commerce.

ABSTRACT: The traditional approach to e-commerce marketing encounters challenges in effectively extracting and utilizing user data, as well as analyzing and targeting specific user segments. This manuscript aims to address these limitations by proposing the establishment of a consumer behavior analysis system based on an Internet of Things (IoT) platform. The system harnesses the potential of radio frequency identification devices (RFID) technology for product identification encoding, thus facilitating the monitoring of product sales processes. To categorize consumers, the system incorporates a k-means algorithm within its architectural framework. Furthermore, a similarity metric is employed to evaluate the gathered consumption information and refine the selection strategy for initial clustering cen

SUBMITTER: Zhang M 

PROVIDER: S-EPMC10496010 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature