E-ticarette satın alma kararlarını etkileyen faktörlerin özellik önemi metodları ile tespiti ve metodların kıyaslanması

Online retail enterprises engage in two primary activities to foster revenue generation and thrive in the market. The initial focus involves augmenting user traffic to the online shopping platform, followed by the subsequent task of converting this traffic into tangible revenue. Marketing endeavors are dedicated to attracting customers to online shopping platforms, often incurring substantial costs. Given the financial implications of obtaining traffic, it becomes imperative to not only draw users but also incentivize them to make purchases on the platform. Consequently, comprehending the pivotal factors influencing customer purchase decisions is crucial for online shopping platforms. This study aims to scrutinize the factors shaping consumer purchase decisions by utilizing an illustrative case from an e-commerce platform. The objective is to ascertain the most influential factor among various possibilities, such as traffic source types (Google, campaign, direct, etc.), customer persona or segment, types of pages or components visible on the platform, product placement on the page, customer participation in campaigns or discounts, product review scores and counts, and whether the product was recommended by the platform's recommendation system. Throughout the data collection phase, performance issues will be addressed through SQL optimization and other techniques. Additionally, data quality concerns will be rectified to ensure uniform and reliable results. Subsequently, statistical methods, supervised machine learning, and deep learning approaches will be employed on the data to derive feature importance values. These values will illuminate which factors play the most decisive role in customer purchase decisions. Finally, the study will compare and evaluate the performances of seven methods, presenting a comprehensive examination unprecedented in the existing literature in terms of methodological diversity.