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Data Analysis and Knowledge Discovery  2018, Vol. 2 Issue (4): 1-9    DOI: 10.11925/infotech.2096-3467.2017.1118
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Impacts of Information Browsing Behaviors on Mobile Shopping: Case Study of Commerce APP Click Stream Analysis
Zhou Xiang, Zhang Pengyi(), Wang Jun
Department of Information Management, Peking University, Beijing 100871, China
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Abstract  

[Objective] This paper analyzes the mobile shoppers’ information browsing behaviors, aiming to find their influences on purchasing decisions. [Methods] We studied 44,932,715 browsing logs generated by 2,752 users of a mobile shopping APP in March, 2015. [Results] We found that users’ purchasing behaviors were affected by the complexity, breadth and depth of browsing patterns. The complexity of single-session was higher than the multi-session ones, while the complexity of multi-task process was higher than their single-task counterparts. [Limitations] More research is needed to examine data from other m-commerce platforms. [Conclusions] Mobile shoppers’ information browsing behaviors could help us better understand purchasing decisions.

Key wordsM-Commerce      Browsing Behavior      Purchase Decision      Log Analysis     
Received: 08 November 2017      Published: 11 May 2018
ZTFLH:  G252.0  

Cite this article:

Zhou Xiang,Zhang Pengyi,Wang Jun. Impacts of Information Browsing Behaviors on Mobile Shopping: Case Study of Commerce APP Click Stream Analysis. Data Analysis and Knowledge Discovery, 2018, 2(4): 1-9.

URL:

http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/10.11925/infotech.2096-3467.2017.1118     OR     http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/Y2018/V2/I4/1

购物过程所含会话数 购物过程数 所占百分比 累计百分比
1 11 516 29.83% 29.83%
2 6 984 18.09% 47.92%
3 4 771 12.36% 60.27%
4 3 359 8.70% 68.97%
5 2 355 6.10% 75.07%
6 1 850 4.79% 79.86%
7 1 316 3.41% 83.27%
8 1 076 2.79% 86.06%
9 869 2.25% 88.31%
≥10 4 513 11.69% 100.00%
购物过程所含任务数 购物过程数 所占百分比 累计百分比
1 20 948 54.26% 54.26%
2 8 397 21.75% 76.01%
3 4 011 10.39% 86.39%
4 2 104 5.45% 91.84%
5 1 199 3.11% 94.95%
6 760 1.97% 96.92%
7 421 1.09% 98.01%
8 255 0.66% 98.67%
9 175 0.45% 99.12%
10 339 0.88% 100.00%
浏览商品详情页数 会话数 所占百分比 累计百分比
1 18 056 19.11% 19.11%
2 9 209 9.75% 28.86%
3 11 467 12.14% 41.00%
4 5 380 5.69% 46.69%
5 4 225 4.47% 51.16%
6-10 16 454 17.42% 68.58%
11-20 14 006 14.83% 83.41%
21-30 6 384 6.76% 90.16%
31-50 5 499 5.82% 95.98%
>50 3 795 4.02% 100.00%
浏览店铺数 会话数 所占百分比 累计百分比
1 21 395 22.65% 22.65%
2 10 212 10.81% 33.46%
3 11 602 12.28% 45.74%
4 5 633 5.96% 51.70%
5 4 381 4.64% 56.34%
6 5 094 5.39% 61.73%
7 3 075 3.25% 64.98%
8 2 659 2.81% 67.80%
9 3 006 3.18% 70.98%
10 2 064 2.18% 73.16%
11-20 12 985 13.74% 86.91%
>20 12 369 13.09% 100.00%
浏览商品种类数 会话数 所占百分比 累计百分比
1 20 059 21.23% 21.23%
2 11 753 12.44% 33.67%
3 11 802 12.49% 46.16%
4 7 103 7.52% 53.68%
5 6 059 6.41% 60.10%
6 5 550 5.87% 65.97%
7 4 327 4.58% 70.55%
8 3 670 3.88% 74.44%
9 3 225 3.41% 77.85%
10 2 708 2.87% 80.72%
11-20 13 264 14.04% 94.76%
>20 4 955 5.24% 100.00%
每个店铺平均浏览商品数 会话数 所占百分比 累计百分比
n≤1 59 918 63.42% 63.42%
1<n≤2个 28 556 30.23% 93.65%
2<n≤3个 2 987 3.16% 96.81%
n>3 3 014 3.19% 100.00%
平均每个商品种类浏览商品数 会话数 所占百分比 累计百分比
n≤1 43 861 46.43% 46.43%
1<n≤2个 36 424 38.55% 84.98%
2<n≤3个 9 782 10.35% 95.33%
n>3 4 408 4.67% 100.00%
Z 序列趋势 购物过程数 占比
Z≤-1.96 下降趋势 2 324 8.15%
-1.96<Z<1.96 无明显趋势 18 501 64.86%
Z≥1.96 上升趋势 7 698 26.99%
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