Face to purchase: Predicting consumer choices with structured facial and behavioral traits embedding
Publication Type
Journal Article
Publication Date
1-2022
Abstract
Predicting consumers’ purchasing behaviors is critical for targeted advertisement and sales promotion in e-commerce. Human faces are an invaluable source of information for gaining insights into consumer personality and behavioral traits. However, consumer's faces are largely unexplored in previous research, and the existing face-related studies focus on high-level features such as personality traits while neglecting the business significance of learning from facial data. We propose to predict consumers’ purchases based on their facial features and purchasing histories. We design a semi-supervised model based on a hierarchical embedding network to extract high-level features of consumers and to predict the top-N purchase destinations of a consumer. Our experimental results on a real-world dataset demonstrate the positive effect of incorporating facial information in predicting consumers’ purchasing behaviors.
Keywords
Correlation analysis, Graphical neural networks, Hierarchical embedding, Purchase prediction
Discipline
Databases and Information Systems | E-Commerce | Numerical Analysis and Scientific Computing
Research Areas
Data Science and Engineering
Publication
Knowledge-Based Systems
Volume
235
First Page
1
Last Page
10
ISSN
0950-7051
Identifier
10.1016/j.knosys.2021.107665
Publisher
Elsevier
Citation
LIU, Zhe; WANG, Xianzhi; YAO, Lina; AN, Jake; BAI, Lei; and LIM, Ee-peng.
Face to purchase: Predicting consumer choices with structured facial and behavioral traits embedding. (2022). Knowledge-Based Systems. 235, 1-10.
Available at: https://ink.library.smu.edu.sg/sis_research/6439
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1016/j.knosys.2021.107665
Included in
Databases and Information Systems Commons, E-Commerce Commons, Numerical Analysis and Scientific Computing Commons