Unsupervised Modelling of E-Customers’ Profiles: Multiple Correspondence Analysis with Hierarchical Clustering of Principal Components and Machine Learning Classifiers

The rapid growth of e-commerce has transformed customer behaviors, demanding deeper insights into how demographic factors shape online user preferences. This study performed a threefold analysis to understand the impact of these changes. Firstly, this study investigated how demographic factors (e.g....

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Bibliographic Details

Published in:	Mathematics
Main Authors:	Vijoleta Vrhovac, Marko Orošnjak, Kristina Ristić, Nemanja Sremčev, Mitar Jocanović, Jelena Spajić, Nebojša Brkljač
Format:	Article
Language:	English
Published:	MDPI AG 2024-11-01
Subjects:	e-commerce customer profiles demographics user preferences multiple correspondence analysis hierarchical clustering
Online Access:	https://www.mdpi.com/2227-7390/12/23/3794