Predictive modeling of consumer purchase behavior on social media: Integrating theory of planned behavior and machine learning for actionable insights.

ABSTRACT: In recent times, it has been observed that social media exerts a favorable influence on consumer purchasing behavior. Many organizations are adopting the utilization of social media platforms as a means to promote products and services. Hence, it is crucial for enterprises to understand the consumer buying behavior in order to thrive. This article presents a novel approach that combines the theory of planned behavior (TPB) with machine learning techniques to develop accurate predictive models for consumer purchase behavior. This study examines three distinct factors of the theory of planned behavior (attitude, social norm, and perceived behavioral control) that provide insights into the primary determinants influencing online purchasing behavior. A total of eight machine learning algorithm

SUBMITTER: Azad MS 

PROVIDER: S-EPMC10752534 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature