收稿日期: 2015-06-02
修回日期: 2015-06-25
网络出版日期: 2015-07-20
基金资助
本文系国家自然科学基金项目"面向电子商务生态平衡的目录导购机制研究"(项目编号:71373015)研究成果之一。
Product Information Seeking Behavior of Multi-session Online Shopping Tasks
Received date: 2015-06-02
Revised date: 2015-06-25
Online published: 2015-07-20
[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。
刘洪莲 , 张鹏翼 , 王军 . 多会话网络购物商品信息搜寻行为研究[J]. 图书情报工作, 2015 , 59(14) : 117 -125 . DOI: 10.13266/j.issn.0252-3116.2015.14.017
[Purpose/significance] This research aims to explore users' browsing, search and sequence patterns in multi-session online shopping tasks.[Method/process] We examined 1993 users' click-through logs of 11514 shopping tasks, and conducted statistical, sequence and clustering analysis.[Result/conclusion] When there were less than 8 sessions in the shopping process, the users' browsing and searching behavior showed obvious patterns, and the first 4 sessions seemed to be the key stage for users; we found 6 typical kinds of information seeking behavior patterns. Results from this research can help us better understand the complex behavior of online shoppers and can be used in improving navigation design and recommendation strategy of online shopping sites.
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