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%