The impact of machine learning applications on e-commerce performance

Lim, Chai Xia (2023) The impact of machine learning applications on e-commerce performance. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) The impact of machine learning applications on e-commerce performance.pdf - Submitted Version Download (316kB)
	Text (Full text) The impact of machine learning applications on e-commerce performance.pdf - Submitted Version Restricted to Registered users only Download (1MB)

Abstract

The digital economy grew dramatically in 2020 as a result of the COVID-19 pandemic, which spawned new digital businesses, prompted conventional brick-and-mortar businesses to go online, and millions of Malaysians to purchase online. E-commerce sites are reaping the benefits of this revolutionary technological improvement due to the latest developments in the digital world. Regardless of industry, machine learning can provide numerous benefits to owners of large and small businesses. Nevertheless, practically all customer interactions are digital, and while e-commerce companies have collected enormous amounts of customer data, it is difficult to bring it all together and provide actionable insights for marketing decisions. Therefore, this research aims to determine the impact of machine learning applications on e-commerce. The researcher collect data from 10 members from each of the top 20 e-commerce sites in Malaysia who are aware with the applications of machine learning in e-commerce. Then, the researcher analyze data by using Statistical Package of Social Science (SPSS) Version 26. From the results of the questionnaire was conducted the researcher can found that there were positive relationships between recommendation systems, customer relationship management, fraud detection and the impact of machine learning applications on e-commerce performance.

Actions (login required)

View Item