Abstract:
This study first proposes a set of factors and an
initial behaviours-requirement relationship model as
domain knowledge. Through conducting a questionnaire
based survey customer data is collected as evidences for
inference of the relationships between these factors shown
in the model. After creating a graphical structure, this
study calculates conditional probability distribution
among these factors, and then conducts inference by using
the Junction-tree algorithm. A set of useful findings has
been obtained for customer online shopping behaviour and
requirements with motivations. These findings have
potential to help businesses adopting more suitable
development activities.
