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| Multi-session Product Information Seeking Behaviors, Motivation, and Influencing Factors |
Liu Honglian,Zhang Pengyi( ),Wang Jun |
| Department of Information Management, Peking University, Beijing 100871, China |
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Abstract [Objective] This research aims to examine the information seeking behavior patterns and contextual factors of online shoppers’ multi-sessional activities. [Methods] First, we analyzed 1,409,160 logs of an online shopping Web site (generated by 4,285 users) to discover their information seeking behaviors. Second, we used in-depth interviews to explore the users’ motivations. [Results] We found that multi-session shoppers were more likely to check detailed introduction to the products than simply browsing. The average interval between each session was 3 to 4 days. Personal preferences, needs, financial ability and time might lead the users to restore their previous sessions. Searching, shopping carts, bookmarks, browsing and personalized recommendation services were the major channels for users to restore previous sessions. [Limitations] Because of the limited number of participants, results from the interviews might not be generalizable to the whole population. [Conclusions] This research helps us understand the complex online shopping behaviors as well as improve services and user experience of E-commence Web sites.
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Received: 12 November 2015
Published: 13 May 2016
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