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

Qican Gu; Qiqi  Jiang; Hongwei Wang

doi:10.1007/978-3-319-39396-4_17

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

Qican Gu, Qiqi Jiang, Hongwei Wang

Tongji University

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

Abstract

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.

Original language	English
Title of host publication	HCI in Business, Government, and Organizations : eCommerce and Innovation. Proceedings, Part I
Editors	Fiona Fui-Hoon Nah, Chuan-Hoo Tan
Number of pages	9
Place of Publication	Cham
Publisher	Springer
Publication date	2016
Pages	189-197
ISBN (Print)	9783319393957
ISBN (Electronic)	9783319393964
DOIs	https://doi.org/10.1007/978-3-319-39396-4_17
Publication status	Published - 2016
Externally published	Yes
Event	The 18th International Conference on Human-Computer Interaction: HCI International 2016 - The Westin Harbour Castle Hotel, Toronto, Canada Duration: 17 Jul 2016 → 22 Jul 2016 Conference number: 18 http://2016.hci.international/

Conference

Conference	The 18th International Conference on Human-Computer Interaction
Number	18
Location	The Westin Harbour Castle Hotel
Country/Territory	Canada
City	Toronto
Period	17/07/2016 → 22/07/2016
Other	Affiliated Conference: 3rd International Conference on HCI in Business
Internet address	http://2016.hci.international/

Series	Lecture Notes in Computer Science
Volume	9751 LNCS
ISSN	0302-9743

Keywords

Social commerce
Clickstream data
Cluster analysis

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10.1007/978-3-319-39396-4_17Licence: Unspecified

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Cite this

@inproceedings{e60fcad31e3642cf87ab305247d0285d,

title = "How do Consumers Behave in Social Commerce?: An Investigation through Clickstream Data",

abstract = "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{\textquoteright} psychological impetus, but lack of the objective evidence. In this work, we employed the clickstream data analysis to depict online consumers{\textquoteright} cross-site browsing behaviors in the context of social commerce. Four prominent clusters depicting distinctive consumers{\textquoteright} online browsing behaviors are found. Additionally, the consumers{\textquoteright} online behaviors characterized by the browsing patterns are also unveiled and discussed.",

keywords = "Social commerce, Clickstream data, Cluster analysis, Chinese consumers, Social commerce, Clickstream data, Cluster analysis",

author = "Qican Gu and Qiqi Jiang and Hongwei Wang",

year = "2016",

doi = "10.1007/978-3-319-39396-4_17",

language = "English",

isbn = "9783319393957",

series = "Lecture Notes in Computer Science",

publisher = "Springer",

pages = "189--197",

editor = "Nah, {Fiona Fui-Hoon} and Chuan-Hoo Tan",

booktitle = "HCI in Business, Government, and Organizations",

address = "Germany",

note = "The 18th International Conference on Human-Computer Interaction ; Conference date: 17-07-2016 Through 22-07-2016",

url = "http://2016.hci.international/",

}

Gu, Q, Jiang, Q & Wang, H 2016, How do Consumers Behave in Social Commerce? An Investigation through Clickstream Data. in FF-H Nah & C-H Tan (eds), HCI in Business, Government, and Organizations: eCommerce and Innovation. Proceedings, Part I. Springer, Cham, Lecture Notes in Computer Science, vol. 9751 LNCS, pp. 189-197, The 18th International Conference on Human-Computer Interaction, Toronto, Canada, 17/07/2016. https://doi.org/10.1007/978-3-319-39396-4_17

How do Consumers Behave in Social Commerce? An Investigation through Clickstream Data. / Gu, Qican; Jiang, Qiqi ; Wang, Hongwei.
HCI in Business, Government, and Organizations: eCommerce and Innovation. Proceedings, Part I. ed. / Fiona Fui-Hoon Nah; Chuan-Hoo Tan. Cham: Springer, 2016. p. 189-197 (Lecture Notes in Computer Science, Vol. 9751 LNCS).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

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T1 - How do Consumers Behave in Social Commerce?

T2 - The 18th International Conference on Human-Computer Interaction

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AU - Jiang, Qiqi

AU - Wang, Hongwei

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N2 - 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.

AB - 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.

KW - Social commerce

KW - Clickstream data

KW - Cluster analysis

KW - Chinese consumers

KW - Social commerce

KW - Clickstream data

KW - Cluster analysis

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DO - 10.1007/978-3-319-39396-4_17

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SN - 9783319393957

T3 - Lecture Notes in Computer Science

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EP - 197

BT - HCI in Business, Government, and Organizations

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