Journal of Data Science

Abstract: Applications of multivariate statistical techniques, including graphical models, are seldom found in e-commerce studies. However, as this paper demonstrates, we find that probabilistic graphical models are useful in this area, both because of their ability to handle large numbers of potentially interrelated variables, and because of their ability to communicate statistical relationships clearly to both the researcher and the ultimate business audience. We show an application of this methodology to intranets, internal corporate information systems employing Internet technology. In particular, we study both the interrelationships among intranet benefits and the interrelationships among intranet applications. This approach confirms some hypothesized relationships, and uncovers heretofore-unanticipated relationships among intranet variables, providing guidance for business professionals seeking to develop effective intranet systems. The techniques described here also have potential applicability in other e-commerce arenas, including business-to-consumer and business-to-business applications.