Abstract
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).
Original language | English |
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Title of host publication | Proceedings of the 45th Annual Hawaii International Conference on System Sciences |
Editors | Ralph H. Sprague |
Place of Publication | Los Alamitos, CA |
Publisher | IEEE Computer Society Press |
Publication date | 2012 |
Pages | 3600-3610 |
ISBN (Print) | 9780769545257 |
DOIs | |
Publication status | Published - 2012 |
Externally published | Yes |
Event | 2012 45th Hawaii International Conference on System Sciences, HICSS 2012 - Maui, United States Duration: 4 Jan 2012 → 7 Jan 2012 Conference number: 45 http://www.hicss.hawaii.edu/hicss_45/apahome45.htm |
Conference
Conference | 2012 45th Hawaii International Conference on System Sciences, HICSS 2012 |
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Number | 45 |
Country/Territory | United States |
City | Maui |
Period | 04/01/2012 → 07/01/2012 |
Sponsor | University of Hawaii at Manoa |
Internet address |
Series | Proceedings of the Annual Hawaii International Conference on System Sciences |
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ISSN | 1060-3425 |
Keywords
- Sequences
- Navigation
- Business
- Portals
- Internet
- Matrices
- Media