Predicting Online Consumer Transaction from Big Data: Influential Factors and Strategic Planning

Online transaction has recently benefited from coronavirus; however, the sales of e-commerce in some areas are substantially on the decline. The current study proposes a theoretically constructed and empirically viable way for predicting the relevant factors that may detract or foster e-commerce success. We apply web analytics (one of the big data techniques) to simultaneously, generalizably, and objectively measure the influential factors of e-commerce success. The findings indicate that (1) pageviews is an important key for consumers to make transactions. (2) Bounce rate of the website should not be a member factor of e-commerce success. (3) Adhesion strategy and repeatability strategy can be used to induce consumer online transaction. Several theoretical contributions and practical implications are also provided.