A Hybrid Machine Learning Model for Estimating Shopping Trips (Combination of a Gray Wolf Optimization Algorithm and a Deep Convolutional Neural Network): A Case Study of Tehran, Iran

Abstract

Online and offline shopping trip have different impacts on various aspects of urban life, such as e-commerce, transportation systems, and sustainability. Therefore, it is important to evaluate the factors that influence their choices. We use a hybrid machine learning model that combines a gray wolf optimization algorithm and a deep convolutional neural network to estimate shop-ping trip based on a survey of 1,000 active e-commerce users who made successful orders in both online and offline services in the last 20 days of 2021 in areas 2 and 5 of Tehran. The gray wolf optimization algorithm performs feature selection and hyperparameter tuning for the deep convolutional neural network, which is a powerful deep learning model for image recognition and classification. The results show that our model achieves an accuracy of 97.81% with an MSE of 0.325 by selecting seven out of ten features. The most important features are delivery cost, de-livery time, product price, car ownership. In addition, comparing the performance of the pro-posed method with other methods showed that the proposed algorithm with an accuracy of 97.81%, the accuracies of the single deep learning model, MLP neural network, decision tree, and KNN models were 95.63%, 90.0%, 86.49%, and 80.16%, respectively.

Keywords: online shopping trip, offline shopping trips, gray wolf optimization, deep neural network model, e-commerce and transportation