Abstract
Cohort analysis is a new practical method for e-commerce customers’ research, trends in their behavior, and experience during the COVID-19 crisis. The purpose of the research is to validate the efficiency of this method on the e-commerce records data set and find out the critical factors associated with customer awareness and loyalty levels. The cohort analysis features engineering, descriptive statistics, and exploratory data analysis are the main methods used to reach the study purpose. The research results showed that cohort analysis could answer various business questions and successfully solve real-world problems in e-commerce customer research. It could be extended to analyze user satisfaction with a platform’s technical performance and used for infrastructure monitoring. Obtained insights on e-commerce customers’ awareness and loyalty levels show the likeliness of a user to make a purchase or interact with the platform. Key e-business aspects from a customer point of view are analyzed and augment the user-experience understanding to strengthen customers’ relationships in e-commerce.
Highlights
Customers Behavior Research UsingThe COVID-19 crisis has forced businesses to move to an online format, which has significantly affected the growth of the e-commerce segment
The research analysis is based on data from e-commerce users’ surveys and online purchase history during the COVID-19 crisis
The obtained insights are helpful for monitoring and evaluating consumers’ e-businesses perception, the likeliness of interacting with a platform, satisfaction rate. This analysis leads to the development of multiple types of open innovation dynamics, which is critical for sustainability in e-commerce and e-business [58]
Summary
Customers Behavior Research UsingThe COVID-19 crisis has forced businesses to move to an online format, which has significantly affected the growth of the e-commerce segment. The most adapted to the lockdown were those market participants who had already successfully used e-commerce, including business informatics. The latter term refers to the discipline that combines information technology, computer science, and business management concepts. Business informatics focuses on developing frameworks for effective operations, equipment, and programs management and the usage of information technology for efficient business growth. This emerging field of science, which began to develop in Germany, is successfully spreading across Europe and is reflected in education with the rise of relevant specialties in higher education institutions globally. Successful management concepts developed using business informatics in the organization have allowed adapting faster and better to become a leader of change in times of uncertainty
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