Consumer Behavior Prediction and Enterprise Precision Marketing Strategy Based on Deep Learning
DOI:
https://doi.org/10.31449/inf.v48i15.6260Abstract
This paper discusses the consumer behavior prediction and enterprise precision marketing strategy based on deep learning. This paper introduces the research on consumer behavior prediction and emphasizes the advantages of LSTM network in processing time series data. The method of data collection and prepossessing is introduced, and LSTM model is constructed to show its prediction ability through data. Results The predictive accuracy of the model was evaluated, and the effects of different marketing strategies were analyzed by key indicators. Develop a comprehensive marketing strategy that includes personalized recommendations, limited-time offers, member rewards, checkout process optimization, and social media engagement. Deep learning technology can effectively improve the prediction accuracy of consumer behavior, provide a scientific basis for enterprises to achieve precision marketing, and help enterprises to improve market competitiveness and customer satisfaction.References
Musová Z, Minárová M, Poliaciková E, Petranova D, Cabyova L, Bezakova Z. Consumer behavior and internet. In: Petranova D, Cabyova L, Bezakova Z, editors. Marketing Identity: Online Rules, PT II. Marketing Identity. International Scientific Conference on Marketing Identity: Online Rules; 2017 Nov 07-08; Smolenice, Slovakia. Trnava: Univ Ss Cyril & Methodius Trnava, Fac Mass Media Commun; 2017. p. 172-183. ISBN: 978-80-8105-918-6.
Foxall GR. Invitation to Consumer Behavior Analysis. Journal of Organizational Behavior Management. 2010; 30(2): 92-109. DOI: 10.1080/01608061003756307.
Suleymanov F. Consumer behavior and agricultural consumer market. Scientific Papers-Series Management Economic Engineering in Agriculture and Rural Development. 2021; 21(3): 753-758. DOI: 10.7250/maneco.2021.03.086.
Dennis C, Merrilees B, Jayawardhena C, Wright LT. E-consumer behaviour. European Journal of Marketing. 2009; 43(9-10): 1121-1139. DOI: 10.1108/03090560910976393.
Kucera L. Retail Management: Consumer Behaviour Analysis. In: Soliman KS, editor. vision 2020: sustainable growth, economic development, and global competitiveness, VOLS 1-5. 23rd International Business Information Management Association Conference on Vision 2020: Sustainable Growth, Economic Development, and Global Competitiveness; 2014 May 13-14; Valencia, Spain. Valencia: International Business Information Management Association; 2014. p. 947-955. ISBN: 978-0-9860419-2-1.
Reed A, Forehand MR, Puntoni S, Warlop L. Identity-based consumer behavior. International Journal of Research in Marketing. 2012; 29(4): 310-321. DOI: 10.1016/j.ijresmar.2012.08.002.
Andersone I, Gaile-Sarkane E. Influence of factors on consumer behavior. In: Proceedings of the 5th International Scientific Conference on Business and Management; 2008 May 16-17; Vilnius, Lithuania. Vilnius Gediminas Tech Univ; 2008. p. 246-252. ISBN: 978-9955-28-311-9.
Peterson RA. Response construction in consumer behavior research. Journal of Business Research. 2005; 58(3): 348-353. DOI: 10.1016/S0148-2963(03)00100-0.
Eglite A. Change of Consumer Behaviour Nowadays. In: Proceedings of the International Scientific Conference on Economic Science for Rural Development; 2010 Apr 22-23; Jelgava, Latvia. Jelgava: Latvia Univ Agr, Fac Econom; 2010. p. 151-155. ISBN: 978-9984-9997-3-9.
Prusa P, Sadílek T. Green Consumer Behavior: The Case of Czech Consumers of Generation Y. Social Marketing Quarterly. 2019; 25(4): 243-255. DOI: 10.1177/1524500419881783.
Brinkmann J. Looking at consumer behavior in a moral perspective. Journal of Business Ethics. 2004; 51(2): 129-141. DOI: 10.1023/B:BUSI.0000033607.45346.d2.
Jamalova M, Kosiciarova I, Kadekova Z. Consumer Behavior in Azerbaijan during the recession. In: Proceedings of the 7th International Scientific Conference on Managerial Trends in the Development of Enterprises in Globalization Era; 2017 Jun 01-02; Nitra, Slovakia. Nitra: Slovak Univ Agr; 2017. p. 776-783. ISBN: 978-80-552-1739-0.
Wang YY, Sheng A, Wang Y. Analysis of online consumer's shopping behavior. In: Proceedings of the International Conference on Manufacturing and Engineering Technology (ICMET); 2014 Oct 17-19; Sanya, China. Sanya: IEEE; 2015. p. 339-342. ISBN: 978-1-315-76072-8; 978-1-138-02645-2.
Rozenkowska K. Theory of planned behavior in consumer behavior research: A systematic literature review. International Journal of Consumer Studies. 2023;47(6):2670-2700. DOI: 10.1111/ijcs.12970.
Istudor N, Pelau C, Bratianu C, Bratucu G, Lixandroiu D, Pop NA, Vaduva S. Changes in the consumer behavior depending on gender. In: Proceedings of the 7th International Conference on Business Excellence; 2012 Oct 12-13; Brasov, Romania. Brasov: Acad Econom Studies; 2012. p. 249.
Downloads
Published
How to Cite
Issue
Section
License
I assign to Informatica, An International Journal of Computing and Informatics ("Journal") the copyright in the manuscript identified above and any additional material (figures, tables, illustrations, software or other information intended for publication) submitted as part of or as a supplement to the manuscript ("Paper") in all forms and media throughout the world, in all languages, for the full term of copyright, effective when and if the article is accepted for publication. This transfer includes the right to reproduce and/or to distribute the Paper to other journals or digital libraries in electronic and online forms and systems.
I understand that I retain the rights to use the pre-prints, off-prints, accepted manuscript and published journal Paper for personal use, scholarly purposes and internal institutional use.
In certain cases, I can ask for retaining the publishing rights of the Paper. The Journal can permit or deny the request for publishing rights, to which I fully agree.
I declare that the submitted Paper is original, has been written by the stated authors and has not been published elsewhere nor is currently being considered for publication by any other journal and will not be submitted for such review while under review by this Journal. The Paper contains no material that violates proprietary rights of any other person or entity. I have obtained written permission from copyright owners for any excerpts from copyrighted works that are included and have credited the sources in my article. I have informed the co-author(s) of the terms of this publishing agreement.
Copyright © Slovenian Society Informatika
