Behavioural Business Intelligence Framework Based on Online Buying Behaviour in Indian Context: A Knowledge Management Approach

Behavioral Business Intelligence focuses on the people, their behaviors, the environment and constraints that influence their behaviors. The aim of Behavioral Business Intelligence is to know what people do and why they do it. It is based on data and knowledge about people, their demographic and psychographic characteristics. This phenomenon gives the decision makers power in evaluating the success of their strategic decisions. There is a growing popularity of Internet as a medium of online buying worldwide including India. Although there has been a widespread growth in online buying, the rate of diffusion and adoption of the online buying amongst consumers is still relatively low inIndia. In view of above problem an empirical study of online buying behavior was undertaken. Based on literature review, four predominant psychographic parameters namely attitude, motivation, personality and trust were studied with respect to online buying. The online buying decision process models based on all the four parameters were designed after statistical analysis. These models were integrated with business intelligence, knowledge management and data mining to design Behavioral Business Intelligence framework with a cohesive view of online buyer behavior