earticle

영어

Big data analytics has received wide attention by information technology industries. It has been done in quantitative and statistic viewpoints. Observing huge amount of data, it is possible without doubt to establish a model that may predict purchase behaviors of consumers. But this approach can neither explain what brings the consumers to such decisions nor predict future purchase behavior of other product categories. Furthermore, it is not possible to reason about consumers’ preferential differences that make choose or avoid certain places and shops. To answer this question, this paper argues that a qualitative analysis based on consumption values will be an alternative, and proposes a conceptual model of extracting consumption values from big data using clothing purchase as a case study.