What is it about?

This study analyzes customer click data from Chinese e-commerce giant JD.com to better understand the factors that influence online shopping behavior and transaction values. By applying categorical factor analysis, we identified key aspects like consumer spending power, online shopping convenience, and marketing campaign effectiveness. Interestingly, offering coupon discounts sometimes reduced transaction amounts. These insights can help guide e-commerce platforms in developing more effective and sustainable marketing strategies.

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Why is it important?

Online shopping has surged in popularity, especially during the COVID-19 pandemic. As e-commerce becomes increasingly vital for businesses, it's critical to understand the complex interplay of factors shaping online consumer choices. Our novel application of categorical factor analysis to a large real-world dataset provides actionable findings that e-commerce platforms can leverage to optimize their strategies. Notably, we highlight the growing importance of sustainability marketing in online retail. Our work contributes to advancing sustainable e-commerce practices.

Perspectives

Analyzing such an extensive dataset from a major player like JD.com allowed us to uncover meaningful patterns in online shopping behavior. I'm particularly intrigued by the complex role that discount coupons play - while an important marketing tool, coupons can sometimes deter larger purchases if overused. I hope our findings will motivate more research into developing online marketing approaches that are both effective and sustainable. Ultimately, I believe data-driven insights like ours are key to aligning e-commerce with sustainability goals.

Ziqi Zhong
London School of Economics and Political Science

Read the Original

This page is a summary of: Enhancing Sustainability Marketing Strategies in Online Transactions: A Categorical Factorization Approach, October 2023, ACM (Association for Computing Machinery),
DOI: 10.1145/3644523.3644659.
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