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A New Measure of Complementarity in Market Basket Data

Faculty of Management, AGH University of Science and Technology, 30-067 Cracow, Poland
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J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 670-681; https://doi.org/10.3390/jtaer16040039
Received: 16 November 2020 / Revised: 28 December 2020 / Accepted: 30 December 2020 / Published: 6 January 2021
Modern IT systems collect detailed data on each activity, transaction, forum entry, conversation and many other areas. The availability of large data volumes in the business, industry and research fields opens up new opportunities for the empirical verification of various economic theories and laws. The analysis of big datasets in turn allows us to look at many issues from a new point of view and see the dependencies that are otherwise difficult to derive. In this paper, we propose a new measure for dependencies between goods in market basket data. The introduced measure was inspired by the well-known microeconomic concept of complementarity. Due to its similar properties to those of complementarity, the new measure was called basket complementarity (b-complementarity). B-complementarity not only measures the strength of dependencies between goods but also measures the direction of these dependencies. The values of the proposed measure can be relatively easily calculated using market basket data. This paper also presents a simple example illustrating this new concept, areas of possible application (e.g., in e-commerce) and preliminary results of searching for goods that meet the criteria of basket complementarity in real market basket data. View Full-Text
Keywords: big data analysis; market basket analysis; basket complementarity; complementary goods; association analysis big data analysis; market basket analysis; basket complementarity; complementary goods; association analysis
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MDPI and ACS Style

Puka, R.; Jedrusik, S. A New Measure of Complementarity in Market Basket Data. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 670-681.

AMA Style

Puka R, Jedrusik S. A New Measure of Complementarity in Market Basket Data. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(4):670-681.

Chicago/Turabian Style

Puka, Radosław; Jedrusik, Stanislaw. 2021. "A New Measure of Complementarity in Market Basket Data" J. Theor. Appl. Electron. Commer. Res. 16, no. 4: 670-681.

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