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E-Commerce Website Usability Analysis Using the Association Rule Mining and Machine Learning Algorithm

Author

Listed:
  • Biresh Kumar

    (Faculty of Computing and Information Technology, Usha Martin University, Ranchi 835103, Jharkhand, India)

  • Sharmistha Roy

    (Faculty of Computing and Information Technology, Usha Martin University, Ranchi 835103, Jharkhand, India)

  • Anurag Sinha

    (Department of Computer Science, IGNOU, New Delhi 110068, India)

  • Celestine Iwendi

    (School of Creative Technologies, University of Bolton, Bolton BL3 5AB, UK)

  • Ľubomíra Strážovská

    (Faculty of Management, Comenius University in Bratislava, Odbojárov 10, 82005 Bratislava, Slovakia)

Abstract

The overall effectiveness of a website as an e-commerce platform is influenced by how usable it is. This study aimed to find out if advanced web metrics, derived from Google Analytics software, could be used to evaluate the overall usability of e-commerce sites and identify potential usability issues. It is simple to gather web indicators, but processing and interpretation take time. This data is produced through several digital channels, including mobile. Big data has proven to be very helpful in a variety of online platforms, including social networking and e-commerce websites, etc. The sheer amount of data that needs to be processed and assessed to be useful is one of the main issues with e-commerce today as a result of the digital revolution. Additionally, on social media a crucial growth strategy for e-commerce is the usage of BDA capabilities as a guideline to boost sales and draw clients for suppliers. In this paper, we have used the KMP algorithm-based multivariate pruning method for web-based web index searching and different web analytics algorithm with machine learning classifiers to achieve patterns from transactional data gathered from e-commerce websites. Moreover, through the use of log-based transactional data, the research presented in this paper suggests a new machine learning-based evaluation method for evaluating the usability of e-commerce websites. To identify the underlying relationship between the overall usability of the eLearning system and its predictor factors, three machine learning techniques and multiple linear regressions are used to create prediction models. This strategy will lead the e-commerce industry to an economically profitable stage. This capability can assist a vendor in keeping track of customers and items they have viewed, as well as categorizing how customers use their e-commerce emporium so the vendor can cater to their specific needs. It has been proposed that machine learning models, by offering trustworthy prognoses, can aid in excellent usability. Such models might be incorporated into an online prognostic calculator or tool to help with treatment selection and possibly increase visibility. However, none of these models have been recommended for use in reusability because of concerns about the deployment of machine learning in e-commerce and technical issues. One problem with machine learning science that needs to be solved is explainability. For instance, let us say B is 10 and all the people in our population are even. The hash function’s behavior is not random since only buckets 0, 2, 4, 6, and 8 can be the value of h(x). However, if B = 11, we would find that 1/11th of the even integers is transmitted to each of the 11 buckets. The hash function would work well in this situation.

Suggested Citation

  • Biresh Kumar & Sharmistha Roy & Anurag Sinha & Celestine Iwendi & Ľubomíra Strážovská, 2022. "E-Commerce Website Usability Analysis Using the Association Rule Mining and Machine Learning Algorithm," Mathematics, MDPI, vol. 11(1), pages 1-24, December.
    • Handle: RePEc:gam:jmathe:v:11:y:2022:i:1:p:25-:d:1010079
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    References listed on IDEAS

    as
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