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[目的 /意义]研究用户在多会话网购过程中的信息浏览、检索行为及其行为序列特征,以期更好地理解用户的复杂网购行为,指导购物网站提高服务质量,改善用户体验。[方法 /过程]基于某电商网站1 993名用户的11 514个购物任务的网购访问日志,在识别多会话网购任务的基础上,对用户在经多个会话进行网购过程中的信息搜寻行为进行统计分析,并利用顺序分析和聚类分析方法挖掘其典型的行为模式。[结果 /结论]当会话数量为8个及以下时,用户的浏览和搜索行为呈现出明显的规律性变化,且前4个会话发生时是用户做出购物决策的关键阶段;用户在多会话网购过程中存在6种典型的信息搜寻行为模式,分别有不同的信息搜寻行为特征。理解用户的复杂网购行为,可为电商网站设计导航和推荐策略、制定营销方案提供依据。
[Purpose / Significance] To study the sequence of browsing, searching and behavior of users in the process of multi-session online shopping in order to better understand the complex online shopping behavior of users and to guide shopping websites to improve service quality and improve user experience. [Method / Process] Based on the online shopping access logs of 11 514 shopping tasks of 1 993 users of an e-commerce website, based on the task of identifying multi-session online shopping, the information search behavior of users during online shopping through multiple sessions Statistical analysis, and use of sequential analysis and cluster analysis method to mine the typical behavior patterns. [Result / Conclusion] When the number of sessions is less than 8, the browsing and searching behaviors of users show obvious regularity changes, and the first four sessions are the key stages when users make shopping decisions. There are six kinds of typical information search behavior patterns in the process of online shopping, which have different information search behavior characteristics. Understand the user’s complex online shopping behavior for e-commerce site navigation and recommendation strategies designed to provide a basis for marketing programs.