An Application of Data Mining Techniques in Electronic Commerce

전자상거래에서 지식탐사기법의 활용에 관한 연구

This paper uses a data mining approach to develop bankruptcy prediction models suitable for traditional (off-line) companies and electronic (on-line) companies. It observes the differences in the composition prediction models between these two types of companies and provides interpretation of bankruptcy classifications. The bankruptcy prediction models revealed the major variables in predicting bankruptcy to be 'cash flow to total assets' and 'gross value-added to net sales' for traditional off-line companies while 'cash flow to liabilities','gross value-added to net sales', and 'current ratio' for electronic companies. The accuracy rates of final prediction models for traditional off-line and electronic companies were found to be $84.7\%\;and\;82.4\%$, respectively. When the model for traditional off-line companies was applied for electronic companies, prediction accuracy dropped significantly in the case of bankruptcy classification (from $70.4\%\;to\;45.2\%$) at the level of a blind guess ($41.30\%$). Therefore, the need for different models for traditional off-line and electronic companies is justified.