Modeling Household Online Shopping Demand in the U.S.: A Machine Learning Approach and Comparative Investigation between 2009 and 2017
This research addresses the limited national-level modeling and prediction of online shopping demand at the household level, which is crucial for freight demand generation and policy evaluation for urban planners and logistics companies.
This paper developed machine learning models, specifically gradient boosting machines, to predict household-level online shopping purchases using U.S. National Household Travel Survey data from 2009 and 2017. The study provides a comparative investigation of online shopping demand between these two years, quantifying variable importance and characterizing value-dependent relationships.
Despite the rapid growth of online shopping and research interest in the relationship between online and in-store shopping, national-level modeling and investigation of the demand for online shopping with a prediction focus remain limited in the literature. This paper differs from prior work and leverages two recent releases of the U.S. National Household Travel Survey (NHTS) data for 2009 and 2017 to develop machine learning (ML) models, specifically gradient boosting machine (GBM), for predicting household-level online shopping purchases. The NHTS data allow for not only conducting nationwide investigation but also at the level of households, which is more appropriate than at the individual level given the connected consumption and shopping needs of members in a household. We follow a systematic procedure for model development including employing Recursive Feature Elimination algorithm to select input variables (features) in order to reduce the risk of model overfitting and increase model explainability. Extensive post-modeling investigation is conducted in a comparative manner between 2009 and 2017, including quantifying the importance of each input variable in predicting online shopping demand, and characterizing value-dependent relationships between demand and the input variables. In doing so, two latest advances in machine learning techniques, namely Shapley value-based feature importance and Accumulated Local Effects plots, are adopted to overcome inherent drawbacks of the popular techniques in current ML modeling. The modeling and investigation are performed both at the national level and for three of the largest cities (New York, Los Angeles, and Houston). The models developed and insights gained can be used for online shopping-related freight demand generation and may also be considered for evaluating the potential impact of relevant policies on online shopping demand.