[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.
周翔, 张鹏翼, 王军. 移动购物用户信息浏览特征及对购买的影响研究*——基于移动电商APP点击流日志的分析[J]. 数据分析与知识发现, 2018, 2(4): 1-9.
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.
(CNNIC. The 39th China Internet Network Development State Statistic Report [EB/OL]. [2017-11-08].
[2]
艾瑞咨询. 2017中国移动电商行业研究报告[EB/OL]. [2017-12-20]. .
[2]
(iResearch. 2017 China Mobile Commerce Industry Report [EB/OL]. [2017-12-20].
[3]
Nalchigar S, Weber I, Lak P, et al.A Large-Scale Study of Online Shopping Behavior [OL]. arXiv PreArXiv Preprint, arXiv: 1212.5959.
doi: 10.1145/2938503.2938534
[4]
Gao J, Zhang C, Wang K, et al.Understanding Online Purchase Decision Making: The Effects of Unconscious Thought, Information Quality, and Information Quantity[J]. Decision Support Systems, 2012, 53(4): 772-781.
doi: 10.1016/j.dss.2012.05.011
(Xu Yingnan.Analysis of Commodity Parameters Browsing Preference in Consumer’s Online Shopping Decision-making——Taking Digital Camera for Example[J]. New Technology of Library and Information Service, 2012(12): 52-57.)
[7]
Park C H, Kim Y G.Identifying Key Factors Affecting Consumer Purchase Behavior in an Online Shopping Context[J]. International Journal of Retail & Distribution Management, 2003, 31(1): 16-29.
doi: 10.1108/09590550310457818
[8]
Moe W W.Buying, Searching, or Browsing: Differentiating Between Online Shoppers Using In-Store Navigational Clickstream[J]. Journal of Consumer Psychology, 2003, 13(1/2): 29-39.
doi: 10.1207/S15327663JCP13-1&2_03
(Yuan Xingfu, Zhang Pengyi, Liu Honglian, et al.Modeling E-commerce User Session Behaviors Based on Click-through Sequences[J]. Library and Information Service, 2015, 59(1): 119-126.)
doi: 10.13266/j.issn.0252-3116.2015.01.016
(Yuan Xingfu, Zhang Pengyi, Wang Jun.“State-Behavior” Modeling and Its Application in Analyzing Product Information Seeking Behavior of E-commerce Websites Users[J]. New Technology of Library and Information Service, 2015(6): 93-100.)
(Liu Honglian, Zhang Pengyi, Wang Jun.Multi-session Product Information Seeking Behaviors, Motivation, and Influencing Factors[J]. New Technology of Library and Information Service, 2016(4): 1-7.)
(Liu Honglian, Zhang Pengyi, Wang Jun, et al.Product Information Seeking Behavior of Multi-session Online Shopping Tasks[J]. Library and Information Service, 2015, 59(14): 117-125.)
doi: 10.13266/j.issn.0252-3116.2015.14.017
[13]
Kooti F, Lerman K, Aiello L M, et al.Portrait of an Online Shopper: Understanding and Predicting Consumer Behavior[C]//Proceedings of ACM International Conference on Web Search and Data Mining. 2015: 205-214.
[14]
Raman A.Web Services and e-Shopping Decisions: A Study on Malaysian e-Consumer[J]. International Journal of Computer Applications, 2011, 2: 54-60.
[15]
Hernández B, Jiménez J, Martín M J.Age, Gender and Income: Do They Really Moderate Online Shopping Behaviour?[J]. Online Information Review, 2011, 35(1): 113-133.
doi: 10.1108/14684521111113614
[16]
Moshrefjavadi M H, Dolatabadi H R, Nourbakhsh M, et al.An Analysis of Factors Affecting on Online Shopping Behavior of Consumers[J]. International Journal of Marketing Studies, 2012, 4(5). DOI: 10.5539/ijms.v4n5p81.
doi: 10.5539/ijms.v4n5p81
(Yun Xiaofeng.An Empirical Research on the Determinants of Consumers’ Online Shopping Cart Abandonment[J]. Library and Information Service, 2011, 55(2): 139-142,148.)
(Wei Zhanhong, Zhang Yangdong.Influence of Third-party Information on Purchase Decisions: An Analysis of Taobao[J]. Price:Theory & Practice, 2009(9): 71-72.)
(Chen Yafei, Wang Zhanhong, Wang Xia.Analysis of Uncertain Influence Factors of Online-shopping[J]. Computer Engineering and Applications, 2014, 50(4): 114-117. )
doi: 10.3778/j.issn.1002-8331.1212-0148
[20]
Moe W W, Fader P S.Capturing Evolving Visit Behavior in Clickstream Data[J]. Journal of Interactive Marketing, 2004, 18(1): 5-19.
doi: 10.1002/dir.10074
[21]
Buckinx W R, Van den Poel D. Predicting Online Purchasing Behavior [R]. Working Papers of Faculty of Economics & Business Administration Ghent University Belgium, 2003, 166: 557-575.
[22]
Park J K, Chung H.Consumers’ Travel Website Transferring Behaviour: Analysis Using Clickstream Data-time, Frequency, and Spending[J]. Service Industries Journal, 2009, 29(10): 1451-1463.
doi: 10.1080/02642060903026254
[23]
Yeo J, Kim S, Koh E, et al.Browsing2purchase: Online Customer Model for Sales Forecasting in an E-Commerce Site[C]// Proceedings of International Conference Companion on World Wide Web, 2016: 133-134.
(Zhang Wenjun, Wang Jun, Xu Shanchuan.The Probing of E-commerce User Need States by Page Cluster Analysis——An Empirical Study on Women’s Clothes from Taobao.com[J]. New Technology of Library and Information Service, 2015(3): 67-74.)
[25]
He D, Göker A.Detecting Session Boundaries from Web User Logs[J]. Lannée Psychologique, 2000, 100(4): 585-627.
doi: 10.3406/psy.2000.28665
[26]
Cai S, Xu Y, Yu J.The Effects of Web Site Aesthetics and Shopping Task on Consumer Online Purchasing Behavior[C] // Proceedings of CHI’08 Extended Abstracts on Human Factors in Computing Systems, 2008: 3477-3482.