A Review of Customer Purchasing Behavior Analysis in E-Commerce Platforms Using Data Mining Techniques

In the digital age, e-commerce has become one of the most significant methods of buying and selling. Analyzing customer purchasing behavior on these platforms is crucial, as it helps businesses better understand customer needs, provide personalized recommendations, and optimize their marketing strategies. This study, using a review-based approach, examines customer purchasing behavior analysis in e-commerce platforms through data mining techniques. The findings indicate that data mining not only increases conversion rates and customer satisfaction but also aids in predicting future customer needs. Additionally, challenges such as data privacy concerns, data complexity, and the requirement for robust processing infrastructure are key obstacles to implementing these analyses in e-commerce platforms. Finally, it is recommended that businesses leverage emerging technologies such as artificial intelligence, the Internet of Things, and big data analytics to optimize marketing processes and enhance customer personalization.

کلیدواژه ها:

Customer purchasing behavior ، e-commerce platforms ، data mining techniques