Research Article
Predicting Online Consumer Transaction from Big Data: Influential Factors and Strategic Planning
Table 5
Prediction accuracy of the comparative models.
| Observed | Predicted | Nonpurchase | Purchase | Percent correct |
| Logistic regression | | | | Nonpurchase | 227 | 17 | 93.4% | Purchase | 4 | 260 | 97.3% | Overall percentage | 45.5% | 54.5% | 95.5% | SVM | | | | Nonpurchase | 228 | 16 | 86.9% | Purchase | 7 | 257 | 98.1% | Overall percentage | 46.3% | 53.7% | 92.7% | Random forest | | | | Nonpurchase | 227 | 17 | 93.0% | Purchase | 4 | 260 | 98.5% | Overall percentage | 45.5% | 54.5% | 95.9% |
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