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

Qican Gu, Qiqi Jiang, Hongwei Wang

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-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 languageEnglish
Title of host publicationHCI in Business, Government, and Organizations : eCommerce and Innovation
EditorsFiona Fui-Hoon Nah, Chuan-Hoo Tan
Number of pages9
Volume1
Place of PublicationCham
PublisherSpringer
Publication date2016
Pages189-197
ISBN (Print)9783319393957
ISBN (Electronic)9783319393964
DOIs
Publication statusPublished - 2016
Externally publishedYes
EventThe 18th International Conference on Human-Computer Interaction: HCI International 2016 - The Westin Harbour Castle Hotel, Toronto, Canada
Duration: 17 Jul 201622 Jul 2016
Conference number: 18
http://2016.hci.international/

Conference

ConferenceThe 18th International Conference on Human-Computer Interaction
Number18
LocationThe Westin Harbour Castle Hotel
CountryCanada
CityToronto
Period17/07/201622/07/2016
OtherAffiliated Conference: 3rd International Conference on HCI in Business
Internet address
SeriesLecture Notes in Computer Science
Volume9751 LNCS
ISSN0302-9743

Keywords

  • Social commerce
  • Clickstream data
  • Cluster analysis

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