多会话网络购物商品信息搜寻行为研究

Product Information Seeking Behavior of Multi-session Online Shopping Tasks

[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] This research aims to explore users＇ browsing, search and sequence pattems 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 naviga- tion design and recommendation strategy of online shopping sites.