Author(s)

Haiying Ma

Department of Management Science and Engineering, East China University of Science & Technology, Shanghai, China.

With the rapid development of e-commerce, e-commerce is becoming more and more competitive. How to improve customer loyalty, attract more new customers, and expand the market effectively, it is very important for the e-commerce enterprise. In this paper, a comprehensive model is proposed, which is based on generalized association rules and decision tree technology. The model is used for customer segmentation of e-commerce website. It can help e-commerce companies understand customers, support decision-making, so as to provide customers with more targeted services.

Customer Segmentation, Association Rules, Decision Tree

Ma, H. (2015) A Study on Customer Segmentation for E-Commerce Using the Generalized Association Rules and Decision Tree. American Journal of Industrial and Business Management, 5, 813-818. doi: 10.4236/ajibm.2015.512078.