...Danping Lin; Carman Ka Man Lee; M.K. Siu; Henry Lau; King Lun Choy Purpose The purpose of this paper is to examine the potential impacts of various variables on product return activities after online shopping. Previous studies on customer behaviour have been predominantly concerned with return...

... by analysing the customer behaviour in mobile app usage. Design/methodology/approach The big data analytical approach is developed using three data mining techniques: RFM(recency, frequency, monetary) analysis, link analysis, and association rule learning. The authors then conduct a case study to apply...