Analytically Understanding the Psychology behind Impulsive Buying: A Business Marketing perspective

The term "impulsive buying" is a business terminology in the field of marketing, which identifies the psychological aspects of the customer or buyer during a decision-making process. The development of Artificial Intelligence (AI) plays a pivotal role in supporting such business predictions. The proposed work uses three machine learning (ML) models for the prediction of the purchase status of the customers, where the random forest (RF) performed better than all other models with greater accuracy, precision-recall, and f1-score of 0.97. This model has been selected for the design of an Explainable AI (XAI) framework with a SHAP explainer, for a better understanding of the features' behaviour, in the ML models' prediction. Through a Summary plot, a force plot, a waterfall plot and a decision plot the representation of the feature values, polarity, and nature can be witnessed. Thus, the proposed work provides XAI based framework for business intent-buying identification.