Smartwatch Sensors with Deep Learning to Predict the Purchase Intentions of Online Shoppers

In the past decade, the scale of e-commerce has continued to grow. With the outbreak of the COVID-19 epidemic, brick-and-mortar businesses have been actively developing online channels where precision marketing has become the focus. This study proposed using the electrocardiography (ECG) recorded by wearable devices (e.g., smartwatches) to judge purchase intentions through deep learning. The method of this study included a long short-term memory (LSTM) model supplemented by collective decisions. The experiment was divided into two stages. The first stage aimed to find the regularity of the ECG and verify the research by repeated measurement of a small number of subjects. A total of 201 ECGs were collected for deep learning, and the results showed that the accuracy rate of predicting purchase intention was 75.5%. Then, incremental learning was adopted to carry out the second stage of the experiment. In addition to adding subjects, it also filtered five different frequency ranges. This study employed the data augmentation method and used 480 ECGs for training, and the final accuracy rate reached 82.1%. This study could encourage online marketers to cooperate with health management companies with cross-domain big data analysis to further improve the accuracy of precision marketing.