Research On Customers' Consumption Behavior In E-commerce

In recent years, with the development and prosperity of e-commerce, enterprises of all kinds regard it as their primary concern of development. One of the hotspots of e-commerce application researches is that how enterprises take the preemptive opportunities in competition with e-commerce. Only by continuous expansion do they keep their advantages in competition. Besides, it is a major aspect for enterprises to gain profit by keeping old customers while attracting new ones.The discussion of this paper is based on the analysis and research on customers'consumption behavior in e-commerce. By using data-mining algorithm,the key point is to analyze customers'database, to classify customers with different consumption behaviors and to analyze the shopping basket, which aim to provide better service to customers and thus to keep old customers while attracting new ones. This paper mainly discusses in two major points: theory analysis research and cases analysis research. Microsoft SQL Server 2005 and Microsoft Visual Studio 2005 are used as analysis tools to demonstrate detailed analysis. The paper mainly mentions the following parts:1. Why is it necessary to use data-mining to analyze? This paper starts with data-mining's application in business especially in e-commerce. Combined with the major task of data-mining, it also analyzes the research possibility of relative algorithm.2. How to use data-mining to analyze the customers'consumption behavior? This part is mainly about the theory research. There are two aspects of the aim of customers'consumption behavior. One is that what basis is for different services to different customers, the other is what basis is to provide goods or recommend service. This paper chooses clustering algorithm and association rules algorithm to analyze customers'database so as to get the consumption preference.3. Having cases analysis with clustering algorithm and association rules algorithm, this part thoroughly introduces Microsoft clustering algorithm and Microsoft association rules algorithm, and demonstrates detailed process of business analysis by using SQL Server 2005 and Visual Studio 2005. In the end, it analyzes the final data-mining results. Based on the specific result,we can classify customers into subdivisions, and provide relative services or recommend related goods.This paper mainly analyzes customers'consumption behavior by using data-mining algorithm that provided by Microsoft. During the research, it puts forward some improvement suggestions about Microsoft clustering algorithm and Microsoft association rules algorithm so as to provide better service for customers'consumption behavior analysis.