Lower Purchase Research Articles

Heuristic Evaluation of UI/UX to Enhance Experience and Sales in E-commerce

User experience and interface (UI/UX) are critical elements in e-commerce websites, where an unattractive design and lack of user engagement can negatively impact potential sales. This study was conducted to evaluate the effectiveness of the UI/UX on a company's e-commerce website, which has received complaints from users regarding the interface design and low purchase interest. The evaluation was conducted using the Heuristic Evaluation method, applying Nielsen's 10 principles with three evaluators to identify interface issues affecting user experience. The results of the study revealed significant weaknesses in three main principles: "Visibility of System Status," "Match Between System and the Real World," and "Help and Documentation." Each of these principles received a score of category 2 on the Likert Scale, indicating substantial usability weaknesses in the UI. Solutions implemented included improving icon visibility, providing clearer system feedback, using more understandable language, and adding comprehensive online guidance. After these improvements, a re-evaluation showed score increases: "Visibility of System Status" improved from 38.4% to 49.6%, "Match Between System and the Real World" from 38.4% to 51.2%, and "Help and Documentation" from 37.6% to 48.8%. These findings indicate that UI/UX improvements based on Heuristic Evaluation can enhance the overall user experience, which is expected to help the company attract potential buyers and increase sales potential through the e-commerce website.

Unveiling the Potential of Ultraviolet Fluorescence Imaging as a Versatile Inspection Tool: Insights from Extensive Photovoltaic Module Inspections in Multi‐MWp Photovoltaic Power Stations

UV fluorescence imaging (UVF) has the potential to grow into a powerful, informative, and economically attractive inspection method for photovoltaic (PV) power stations. UVF demonstrates the ability to indicate differences in polymer types and degradation states in backsheets and encapsulation materials of PV modules. The data acquisition rate of UVF measurements is 10 to 15 times higher than that achieved by state‐of‐the‐art near‐infrared spectroscopy, enabling the mapping of the bill of materials (BoMs) and degradation state for every module in large PV arrays. Combinations of UVF with vibrational spectroscopies allow the polymer BoMs to be recognized and correlated with aging phenomena such as metal corrosion or potential induced degradation. UVF imaging can also be used for conventional visualization of nonmaterial‐related anomalies, such as hot cells or cell cracks. The low purchase cost of the equipment makes UVF an affordable and high‐throughput diagnostic method yielding comprehensive information that would otherwise only be accessible by combining several slower and more laborious methods. Automated UVF image analysis and refinements of correlations between different BoMs and UVF pattern geometry can further unlock the potential of UVF as a straightforward tool accessible to all stakeholders and promote proactive strategies for the optimization of the reliability and performance of PV power stations.

Debunking the corporate paint shop: Examining the effects of misleading corporate social responsibility claims on social media

Misinformation thrives on social media, prompting much research into social media interventions such as debunks. This paper tests debunking’s effectiveness against an understudied but prominent form of online misinformation: misleading organizational claims of corporate social responsibility, or CSR-washing. British participants ( N = 657) took part in a preregistered experiment with a 2 (debunk: present, absent) x 3 (CSR-washing: greenwashing, bluewashing, purplewashing) between-subjects design. They saw an Instagram ad from a fictional clothing company that showcased its dedication to environmental sustainability, gender equality in the workplace, or the elimination of child labor. Half of the participants then received a debunk. Unlike most previous research which showed continued influence of misinformation after debunking, we found that the debunks were very effective: they reversed the persuasive effects of CSR-washing, resulting in negative brand attitudes and low purchase intentions. Several explanations for this finding are discussed, highlighting CSR-washing’s distinctiveness from many other forms of misinformation.

Brand extension or co-branding: The consumer's attribution of responsibility to the crossover strategies of heritage brands

Cross-over brand extension and co-branding are effective innovation strategies for heritage brands to expand into new markets. This research compares consumers' responses to these two strategies, with the aim to address the gap in the literature and provide actionable insights for heritage brand managers. Based on the conceptual link between responsibility attribution and authenticity, and across four experimental studies, this research uncovers the advantage of brand extension over co-branding and its underlying mechanism: the serial mediation of responsibility attribution and new product authenticity. Meanwhile, the consumer's mindsets (fixed vs. growth) are identified as a boundary condition. Specifically, compared to brand extension, consumers attribute less responsibility to the heritage brand in co-branding; this in turn weakens the perception of new product authenticity, and leads to lower purchase intention for the new product. However, the disadvantage of co-branding will be neutralized when the consumer's growth mindset (vs. fixed mindset) is activated.

When Influencers Compare Brands: Defensive Processing of Sponsored Comparative Messages and Effects on Consumer Evaluations

Social media influencers comparing competing products helps draw the desirable consumer attention to their product recommendation. However, it may also risk backfiring, especially when the influencer post is sponsored by a given brand. In the present study, we explored consumer evaluations of sponsored influencer comparative marketing through two important defensive mechanisms—counterarguing and inferences of manipulative intent with a 2 (message appeal: noncomparative vs. comparative) × 2 (content sponsorship: organic vs. sponsored) between-subjects online experiment (N = 325). We found that when the post was sponsored, the comparative message generated significantly greater defensive reactions than the noncomparative message, leading to lower perceived trustworthiness and authenticity of the influencer, unfavorable brand attitude, and lower purchase intention. In contrast, when the post was organic, the observed difference diminished. Furthermore, we found more prominent effects via inferences of manipulative intent than counterarguing, suggesting that consumers considerably value the genuineness behind product promotion from influencers. These findings extend research on comparative advertising to the trending influencer marketing context, shedding novel light on mechanisms underlying consumer responses to sponsored comparative messaging.

EXPRESS: Disrespectful Promotions: The Negative Impact of Price Promotions on Products Symbolically Linked to Stigmatized Identities

To reach a more diverse consumer base, companies have begun to offer products symbolically linked to stigmatized identities, and these products are often promoted by price discounts. Despite past work finding that linking consumer identities to products is generally appealing and that price promotions benefit consumers, the current research finds that offering discounts on products symbolically linked to stigmatized identities may backfire. Across eight studies, which include a variety of stigmatized groups in U.S. society, we find that when a company offers a discount on a product symbolically linked to a stigmatized identity, members of the stigmatized group react negatively toward the company (i.e., they hold less favorable attitudes, have lower purchase intentions, and choose the company’s competitor). These negative reactions, which do not arise for the non-stigmatized, occur because stigmatized consumers perceive the company’s action of offering a discount as disrespectful toward their social group. The effect is contingent on whether the company is an in-group or out-group member, the selection of other discounted products, and the type of sales promotions employed. This research enriches our understanding of stigmatized consumers and offers insights into the nature of disrespectful cues in the marketplace and the social cost of price promotions.

Penerapan Algoritma Clustering untuk Segmentasi Pelanggan E-commerce berdasarkan Data Pembelian dan Aktivitas

In the current digital era, e-commerce has become one of the main pillars of global trade. With the ever-increasing amount of transaction and user activity data, e-commerce companies are faced with the challenge of understanding and managing diverse customer segments more effectively. This paper discusses the application of clustering algorithms for e-commerce customer segmentation based on purchasing data and user activity. The aim of this research is to identify homogeneous customer groups to support more targeted marketing strategies and increase customer retention. The problem faced is how to process big data originating from user transactions and activities on e-commerce platforms, as well as how to identify patterns that are useful for customer segmentation. The data used in this research includes purchase history, frequency of visits, length of time spent on the site, and interactions with certain products. The solution method applied in this research is the clustering algorithm, especially K-Means and DBSCAN. K-Means is used to group data into a predetermined number of clusters based on the Euclidean distance between data points. Meanwhile, DBSCAN is used to identify clusters with high density and separate data that is considered noise or outliers. Data preprocessing is carried out to clean and normalize the data before being applied to the clustering algorithm. Validation of clustering results is carried out using metrics such as Silhouette Score and Davies-Bouldin Index. The research results show that by applying the clustering algorithm, customers can be grouped into several segments that have similar characteristics. For example, we found groups of customers with high purchase frequency but low transaction value, as well as other groups with high transaction value but low purchase frequency. This information is very useful for companies to design more effective marketing strategies, such as special offers for customers with high transaction values ​​or loyalty programs for customers with high purchasing frequency. The conclusion of this research is that clustering algorithms can be a very effective tool in e-commerce customer segmentation, allowing companies to understand customer behavior patterns and develop more targeted and effective marketing strategies. Thus, implementing this method is expected to improve business performance and overall customer satisfaction.

STUDY ON THE INFLUENCE OF CUSTOMER PERCEIVED VALUE ON REPEATED PURCHASE BEHAVIOR OF KNOWLEDGE PAYMENT IN ONLINE SHOPPING ENVIRONMENT: AN EMPIRICAL ANALYSIS BASED ON ONLINE EDUCATION PLATFORM

Nowadays, with the rapid development of information technology, numerous platforms and groups have entered the field of knowledge payment, thereby initiating a new trend. Despite the recognition of some users, there is still a low purchase or repeat purchase behavior, and many companies face a low fan conversion rate and a scarcity of loyal fans. Therefore, this paper aims to explore the impact of perceived value on consumers' repeated purchase behavior of knowledge so as to propose constructive suggestions for the development of the knowledge payment industry. We introduce customer recognition and brand effect as mediating and moderating variables in this study, and construct an analytical model for knowledge-based repeat purchase behavior on an online education platform. We find that each dimension of perceived value completely mediates the influence on the mediating variable "sense of identity", with the exception of the educational function value, which only partially mediates the influence. Enhancing the brand effect strengthens the relationship between each dimension and consumers' repeated purchase intention, thereby verifying the existence of the moderating effect. However, the social value dimension's influence did not significantly change, making it impossible to verify its moderating effect.

Investment Strategies and Financing Approaches in Emerging Enterprises

Investment activities are arguably the most crucial factor in the development and sustenance of an enterprise, especially in emerging markets. While there have been numerous studies on the financing structure, there is a substantial gap in the literature regarding the impact of capital structure and cost of capital on investment efficiency in transitional economies. This research seeks to address this gap, using a mixed-method approach that combines qualitative case studies and quantitative financial analysis. The research involved conducting case studies with five enterprises from the technology, manufacturing, and services sectors. In addition, the researcher used secondary data obtained from the websites of the Bucharest Stock Exchange and the Romanian National Registry of Financial Statements. The data was used to calculate the Return on Investment, debt-to-equity ratio, and cost of capital. The analysis shows that businesses that adopt the optimal capital structure perform better, relative to their counterparts, in the aspect of profitability and market value. They also have a lower cost of capital, as well as greater financial sustainability. On the other hand, businesses with higher leverage perform poorly, with their failing market position forcing them to adopt measures such as providing discounts to customers and investing in motor vehicles to reduce operational costs. This research shows that even in the current state, some of the basic principles that have traditionally applied still have bearing. However, there are some underlying problems, some of which have been highlighted in Nenite-Petrescu et al.’s case study of three Romanian companies. Some of the factors which have been identified as contributing to the negative performance of the three companies include poor return on assets, return on capital employed, and return on investment; low levels of liquidity; low sales and profits; and high cost of Sales, as well as low purchase and employment of personnel. All these factors represent significant inefficiencies in the aspect of capital unproductivity for the businesses. Some of the lessons learnt from the analysis include the non-recognition of business risks and their mitigation. A business should consider the various events and circumstances that may impact negatively on their ability to meet obligations toward obligations taken by such businesses. In conclusion, enterprises need to manage their financing strategies to ensure that they minimize their risk, while maximizing their long-term growth potential. This research will prove important for future researchers and business enterprises in transitional economies.

Evaluating the need and feasibility of micro-irrigation systems for sustainable irrigation.

Irrigation is crucial for sustainable agriculture and improving farm yields, but a significant gap exists between the irrigation potential created and its actual utilization. This gap is due to losses in canal conveyance and the inefficiency of conventional irrigation methods within canal command areas. Most modernization efforts in India focus on implementing micro-irrigation for tube well systems, addressing the problem of water table decline experienced in many districts. With this context, the present study examines the command area of Gadarjudda minor of the Upper Ganga Canal in Haridwar district, Uttarakhand, India, to assess the present state of the canal by conducting on-site surveys and feasibility of micro-irrigation by evaluating the viability of replacing minor canals with a gravity flow piped irrigation network. The evaluation involves assessing the current canal status, designing the gravity flow piped irrigation network, and conducting a social survey to determine farmers' willingness, awareness, and purchasing capacity toward adoptin of micro-irrigation systems on their farms. The study identifies high conveyance loss and poor maintenance in conventional irrigation methods, highlighting the importance of micro-irrigation in the study area. The profile of the minor canal is adequate to support gravity flow in the pipe network, with velocity and pressure head within permissible limits. A social survey revealed that 85% of farmers are willing to adopt micro-irrigation, but low purchasing capacity (36%) hampers its adoption. The study concludes that micro-irrigation is viable in the Gadarjudda minor canal command area as long as a piped irrigation network is implemented and farmers receive government subsidies and proper training.

Retail therapy? The role of positive body image in women’s clothing experiences and preferences for in-store shopping environments

PurposeDespite the online shopping trend, many women still prefer in-store experiences for trying on and buying clothes. The body positivity movement endorsed by many brands implies that all women, even those with lower body appreciation, should feel included in this setting. However, studies have yet to quantitatively explore the mediating role of women’s positive body image between clothing size and in-store experiences. To address this gap, this study examined the in-store experiences of 642 women from largely Western nations (Mage = 45.96, standard deviation (SD) = 9.31) who self-reported as straight-, mid- and plus-sizes and the mediating role of body appreciation.Design/methodology/approachParticipants completed online questionnaires with measures including clothing size, body appreciation, in-store experiences and preferences for in-store changes.FindingsWomen of mid-size and plus-size were more likely than women of straight-size to report lower body appreciation, which led to a greater desire for guidance from staff about styles but less likelihood to approach them, higher discomfort going up a size and lower confidence trying on clothes. In contrast, straight-size women generally felt more comfortable and confident in-store clothes shopping. A direct link between clothing size and lower purchase intentions without in-store representation was found; however, body appreciation did not mediate this link. Preferences for in-store changes included better support from sales staff and more inclusive imagery.Originality/valueThis study indicates that in-store clothes shopping may not feel like retail therapy for women who identify as mid-size or plus-size and experience low body appreciation. It highlights the need for comprehensive reform within the fashion retail industry by prioritizing inclusivity through better staff support and in-store representation for all sizes.

Insights on purchase intention of mutton shashlik - A survey of Chinese consumers based on fsQCA

Various factors influence the purchases of meat products by consumers, and their final purchasing behavior has a temporal and logical relationship with their willingness to buy. Such willingness is an effective indicator of purchasing behavior. In this study, sensory appeal, brand loyalty, price, consumer reviews, consumer preferences, and the personal characteristics of consumers (e.g., gender, age, and income) were selected as the antecedent variables. Data from 5,981 consumers were collected through an online questionnaire. The path configurations that caused consumers to have high and low purchase intentions for mutton shashliks were analyzed using fuzzy set qualitative comparative analysis (fsQCA). The major causes that lead consumers to the two choices of purchasing or not purchasing were identified. The findings show that there is a causal asymmetric relationship between customers' desire to purchase meat items and the factors influencing them. As a multifaceted outcome variable, consumer preference traits and cost are the primary determinants of the high purchase intention to buy mutton shashlik, with income and sensory appeal having a lesser effect. Furthermore, factors such as brand loyalty, consumer reviews, gender, and age worked in conjunction with the main factors that influenced or hindered consumers' purchase intentions.

Exploring the influence of submission devices on customer referral creation and receiver reactions in customer referral programs

AbstractCustomer referral programs (CRPs) are considered an effective means of customer acquisition through which firms stimulate existing customers to refer services and products to potential new customers. Digitalization and technological developments have led to the common practice of using digital devices like smartphones or laptops to create and submit customer referrals. This is the first study to investigate the influence of submission devices in CRPs from both the sender's and receiver's perspective. Based on four experiments, we demonstrate that smartphone‐generated referrals are shorter and less positive than those composed on laptops/PCs. These differences in text length and valence negatively influence receiver responses, leading to lower purchase intentions due to the perceived usefulness of the referral mediating this relationship. Our findings underscore the important role of submission devices for online referral behavior and contribute to the growing body of research on device‐mediated consumer behavior, offering crucial insights to optimize the promotion and design of CRPs.

Customer backlash against pandemic Surcharges: The mediating role of inferred negative motives and implications for the “Surcharge Economy”

The services sector was adversely affected by the pandemic. Supply chain disruptions, staff shortages, and low customer traffic led revenues to decline. To offset these challenges, some businesses introduced pandemic surcharges, which were not well received by customers. The current work aimed to understand customer backlash against pandemic surcharges and test potential strategies to reduce negative reactions to such surcharges. Across three experiments, results offer evidence for a key mediator whereby surcharges increase perceived negative firm motives, which leads to lower purchase, return, and tipping intentions. Making the surcharge optional and justifying it based on lost business were ineffective in reducing negative response to the surcharge. However, explaining that the surcharge was needed to cover additional cleaning costs or buy safety equipment reduced inferred negative motives and consequently increased purchase and tipping intentions. Implications for a broader “surcharge economy” are discussed.

Combating lookalike product through adapting advertising appeals to consumer value: Strategic implications to brand imitation management

Abstract“Lookalike” products, including counterfeits and copycats, are increasingly common in today's global marketplace. Four lab experiments were conducted involving 653 participants, and data were analyzed through SPSS 26. Based on social representation (SR) theory and self‐construal theory, this research examines how advertising for original brands impacts purchase intent for counterfeits and copycats differently. The results suggest that ads for the original product using value‐expressive (vs. utilitarian) appeals result in lower intent to purchase copycat versions. However, ads for the original product using utilitarian (vs. value‐expressive) appeals lead to lower purchase intent for counterfeit versions. The results also show that consumer need fulfillment mediates the interactive effect between ad appeal type and product type. The current research provides useful insights for marketers or retailers grappling with ongoing competitive threats posed by lookalike products and underscores the strategic utilization of various advertising tactics to reduce the demand for copycats and counterfeits.

K-Means Clustering Method For Customer Segmentation Based On Potential Purchases

The rapid growth in customer data has driven companies to develop smarter and more effective marketing strategies. One efficient approach is customer segmentation, which involves dividing a market or group of customers into smaller segments based on similar characteristics or behaviors. Customer segmentation improves understanding of customer needs, preferences, and behavior. This study uses customer segmentation based on purchase potential at Fast Moving Consumer Goods (FMCG). Analyzing potential purchases can help identify market opportunities, implement more effective pricing, target promotions, manage stock and distribution, and develop new products to enhance customer satisfaction. The most commonly used segmentation method is the K-Means Clustering algorithm, which groups data into homogeneous clusters. This study aims to segment customers based on potential purchases using the K-Means Clustering method. The customer dataset in FMCG stores was divided into three clusters using seven attributes: Sex, Marital Status, Age, Education, Income, Occupation, and Settlement Size. The results, calculated in Microsoft Excel, concluded after four iterations with three clusters: k1 (Cluster 1) with 535 customers having low purchase potential, k2 (Cluster 2) with 685 customers having high purchase potential, and k3 (Cluster 3) with 7810 customers having medium purchase potential.

Improving repurchase behaviour based on relationship marketing: evidence from the message framing of airline in China

ABSTRACT Short Message Service (SMS) marketing, as one of mobile marketing, has been a prominent marketing approach in the service business, particularly in airlines. However, for member groups with a social identity, how to send SMS to promote repurchase behaviour of members? This question is what current research tries to explore. A large field experiment involving 200,000 active members of an airlines was conducted to validate the message framing proposed in this study. Specifically, based on the message framing, we applied 2 promotional SMS (With identity vs. Without identity) x 2 Purchase intention (High vs. Low) and 2 promotional SMS (Feasibility vs. Desirability) x 2 Purchase intention (High vs. Low) between-subjects experimental design and a control group with general reminder messages in a ‘Member Day’ promotion. By analyzing 188,627 respondent’s actual repurchase data, the result shows that the framing effect between with-identity or feasibility messages and high purchase intention significantly positively impacts members repurchase behaviour. In contrast, the effect between without-identity or desirability messages and low purchase intention has no influence. Furthermore, the moderation effect of members’ features on the framing effect has also been discussed. This study has theoretical and practical guidance for the research on relationship marketing, membership management, and loyalty programmes.

Examining the effects of brand and licensed characters on parents' perceptions of Children's breakfast cereals

Brand and licensed characters frequently appear on children's breakfast cereal boxes and are known to affect children's product perceptions, selection, and consumption. However, less is known about their impact on parents' perceptions of foods they purchase for their child. The present study assessed the impact of brand and licensed characters featured on three children's breakfast cereal packages on parents' intentions and perceptions in an online experiment. Parents of children aged 2–12 years (n = 1013) were randomized into one of two conditions: breakfast cereals containing brand and licensed characters or breakfast cereals without any characters. Within each condition, participants viewed three breakfast cereal brands in random order per their assigned condition and reported their purchase intentions, healthfulness perceptions, and perceptions of appeal to children using 5-point Likert scales. No significant differences in purchase intentions (p = 0.91), perceived healthfulness (p = 0.52) or perceived child appeal (p = 0.59) were observed between the experimental and control groups. However, exploratory moderation analyses revealed that educational attainment moderated the impact of experimental condition on purchase intentions (p for interaction = 0.002) such that participants with a bachelor's degree in the character condition reported 0.36 points lower purchase intentions compared to the control with no difference between conditions for those with an associate's degree/trade school or high school degree or less. This study did not find an impact of brand and licensed characters on children's breakfast cereals, suggesting that their primary appeal is directly to children. Parents with higher educational attainment may be skeptical of characters on cereal brands. Additional research on the impact of brand and licensed characters on other products, in real-world settings, is needed.

Does consumer knowledge about sustainable-fashion impact intention-to-buy?

PurposeThis study proposes and empirically tests the hypothesis that most consumers differ significantly in how accurately they express knowledge about what experts define as indicators of fashion sustainability behavior.Design/methodology/approachSustainability discipline scholars (i.e., experts) provide the following two examples of accurate sustainability knowledge: (1) Sustainable-fashion manufacturers ensure safe working conditions for their employees; (2) fibers such as wool can be commercially recycled. In the current study, 85% of participants in separate samples of Chinese (n = 244) and Korean (n = 214) adults provide incorrect answers to the two statements, contradicting experts' beliefs. The study here develops and tests a general, asymmetric predictive, case-based theory of simple and complex antecedent conditions and outcomes for consumers with correct or incorrect knowledge of fashion sustainability behavior for fashion products.FindingsAccording to the study consumers who have a high level of knowledge about sustainable fashion consistently have high purchase intentions for these products. On the contrary, consumers with insuffient knowledge of sustainable-fashion have low purchase intentions.Research limitations/implicationsThe analysis emphasizes the importance of government policy in encouraging important-term consumer behavior. Government policy has a direct and indirect impact on sustainable consumer behavior.Practical implicationsThis study's practical contribution is that it amphasizes the important role of government policy in encouraging sustainable consumer behavior (Perez-Castillo and Vera-Martinez, 2021). Government policy both directly and indirectly influences sustainable consumer behavior. Understanding consumers' consumption behavior as influenced by knowledge of sustainable development allows policymakers to develop more targeted policy measures, thereby promoting the achievement of sustainable development goals. For example, incorporating sustainable issues into the school curriculum can encourage students to practice sustainable behavior when purchasing, using, or disposing of products. People may require encouragement to understand why sustainable development is necessary, how to facilitate it, what the expected effects are and how it will affect their lives.Social implicationsKnowledge of sustainable development, as well as consumer behavior research, can help improve consumer environmental awareness and understanding of sustainable development, guiding them towards greener and more environmentally friendly consumption habits. Understanding consumers' reactions to knowledge of sustainable development and subsequent changes in their consumption behavior guides businesses to engage in green product design, green production and green marketing, thus improving their competitiveness and market share (Rynarzewska et al., 2023). Some countries around the world are working hard to meet their sustainable development goals. By comparing consumer consumption behavior in different countries under the influence of knowledge on sustainable development consumer can share experiences and practices, strengthen international cooperation and communication and promote the global sustainable development process collaboratively.Originality/valueThe current study contributes by looking into the validity of the claim that consumers who have accurate sustainable fashion knowledge are more likely to purchase brands with high sustainability characteristics.

A Machine Learning Model for Local Market Prediction Using RFM Model

This study explores the application of machine learning for local market prediction in e-commerce. By leveraging the RFM segmentation method, the model predicts product sales based on user shopping patterns. The RFM score, calculated using recency, frequency, and monetary values of customer purchases, segments customers into distinct categories. The research utilizes a dataset obtained through seven parameters and performs data preprocessing. K-Means clustering then classifies customers into Low, Medium, and High levels based on their RFM scores. Customers in the Low category exhibit low purchase activity but high product browsing. The Medium segment displays consistent purchases of a limited product range. High-level customers demonstrate frequent purchases with significant spending. The identified customer segments enable targeted marketing strategies. For Low-level customers, discounts or product feature promotions can incentivize purchases. Combining product offerings can entice Medium-level customers to explore new products. Finally, High-level customers can be engaged through loyalty programs offering rewards. This approach empowers e-commerce sellers to tailor marketing strategies for each customer segment, enhancing market dominance.