Using Sequence Analysis to Classify Web Usage Patterns Across Websites

Qiqi Jiang, Chuan-Hoo Tan, Chee Wei Phang, Kwok-Kee Wei

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

Abstrakt

This study applies sequence analysis to identify the distinct web browsing patterns based on 200 China users' 30-days web usage. Our results reveal four key, unique web navigation behavior categories, namely search-information browsing, social-information browsing, ecommerce-information browsing, and direct browsing. Of these, the ratio of ecommerce activities in the social-information cluster is higher than the others, with the exception of the ecommerce-information cluster. To test the robustness of the proposed method based on our classification, we also summarize the characteristics of each category after they were segmented according to two demographic indicators, i.e. gender and occupation. Different online shopping behaviors are also discussed through the proposed classified groups. Complementing the extant methods which are based on within-website categorization of consumers, the demonstration of the sequence analysis application to e-commerce affords a deeper, integrated understanding of an individual's online activity and behavior (i.e., navigation across multiple websites).
OriginalsprogEngelsk
TitelProceedings of the 45th Annual Hawaii International Conference on System Sciences
RedaktørerRalph H. Sprague
UdgivelsesstedLos Alamitos, CA
ForlagIEEE Computer Society Press
Publikationsdato2012
Sider3600-3610
ISBN (Trykt)9780769545257
DOI
StatusUdgivet - 2012
Udgivet eksterntJa
BegivenhedThe 45th Hawaii International Conference on System Science. HICSS 2012 - Maui, USA
Varighed: 4 jan. 20127 jan. 2012
Konferencens nummer: 45
http://www.hicss.hawaii.edu/hicss_45/apahome45.htm

Konference

KonferenceThe 45th Hawaii International Conference on System Science. HICSS 2012
Nummer45
LandUSA
ByMaui
Periode04/01/201207/01/2012
SponsorUniversity of Hawaii at Manoa
Internetadresse
NavnProceedings of the Annual Hawaii International Conference on System Sciences
ISSN1060-3425

Emneord

  • Sequences
  • Navigation
  • Business
  • Portals
  • Internet
  • Matrices
  • Media

Citationsformater