Startups and Consumer Purchase Behavior: Application of Support Vector Machine Algorithm

This study evaluated the impact of startup technology innovations and customer relationship management (CRM) performance on participation, value co-creation, consumer purchase behavior (CPB). analytical empirically tested proposed hypotheses using structural equation modeling (SEM) SmartPLS 3 techniques. Moreover, we used a support vector machine (SVM) algorithm to verify model’s accuracy. SVM uses four different kernels check accuracy criterion, checked all them. research convenience sampling approach in gathering data. We conventional bias test method. A total 466 respondents were completed. Technological startups CRM have positive significant effect participation. Customer participation significantly affects pleasure, economic value, value. Based importance-performance map analysis (IPMA) matrix results, “customer participation” with score 0.782 had highest importance. If customers increase their by one unit during COVID-19 epidemic, its overall CPB increases 0.782. In addition, our results showed that lowest is related technological startups, which indicates an excellent opportunity for development this area. polynomial kernel, high degree, best kernel confirms