How do Consumers Behave in Social Commerce? An Investigation through Clickstream Data

Qican Gu, Qiqi Jiang, Hongwei Wang

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstrakt

The social commerce has received considerable attentions in both academia and practitioners in last decade. However, most of current studies investigated such topic from consumers’ psychological impetus, but lack of the objective evidence. In this work, we employed the clickstream data analysis to depict online consumers’ cross-site browsing behaviors in the context of social commerce. Four prominent clusters depicting distinctive consumers’ online browsing behaviors are found. Additionally, the consumers’ online behaviors characterized by the browsing patterns are also unveiled and discussed.
OriginalsprogEngelsk
TitelHCI in Business, Government, and Organizations : eCommerce and Innovation
RedaktørerFiona Fui-Hoon Nah, Chuan-Hoo Tan
Antal sider9
Vol/bind1
UdgivelsesstedCham
ForlagSpringer
Publikationsdato2016
Sider189-197
ISBN (Trykt)9783319393957
ISBN (Elektronisk)9783319393964
DOI
StatusUdgivet - 2016
Udgivet eksterntJa
BegivenhedThe 18th International Conference on Human-Computer Interaction: HCI International 2016 - The Westin Harbour Castle Hotel, Toronto, Canada
Varighed: 17 jul. 201622 jul. 2016
Konferencens nummer: 18
http://2016.hci.international/

Konference

KonferenceThe 18th International Conference on Human-Computer Interaction
Nummer18
LokationThe Westin Harbour Castle Hotel
LandCanada
ByToronto
Periode17/07/201622/07/2016
AndetAffiliated Conference: 3rd International Conference on HCI in Business
Internetadresse
NavnLecture Notes in Computer Science
Vol/bind9751 LNCS
ISSN0302-9743

Emneord

  • Social commerce
  • Clickstream data
  • Cluster analysis
  • Chinese consumers

Citationsformater