Research Article
Predicting Online Consumer Transaction from Big Data: Influential Factors and Strategic Planning
Table 4
Prediction accuracy of the proposed model (decision tree).
| Observed | Predicted | Nonpurchase | Purchase | Percent correct |
| Nonpurchase | 229 | 15 | 93.9% | Purchase | 2 | 262 | 99.2% | Overall percentage | 45.5% | 54.5% | 96.7% |
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