摘要
【目的】研究电商用户在多会话网购过程中的商品信息搜寻的行为特征、会话时间间隔特征以及购物网站使用特征,并探究行为背后的情境、原因和动力。【方法】基于某电商网站4 285个用户的1 409 160条访问日志,利用顺序分析和聚类分析方法挖掘用户信息搜寻行为特征,结合访谈研究行为背后的情境、原因等影响因素。【结果】多会话网购用户信息需求并不急切,较之搜索更倾向于查看商品详情;平均会话时间间隔为3-4天;继续原来购物任务的动力包括个人偏好、需求状态、支付能力、时间等方面的因素;用户主要通过搜索、购物车、收藏夹、同店或同款商品浏览、商品个性化推荐等途径回到原来购物任务。【局限】访谈结果受样本数量限制,不具有普适性。【结论】有助于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。
[Objective] This research aims to examine the information seeking behavior patterns and contextual factors of online shoppers＇ multi-sessional activities. [Methods] First, we analyzed 1,409,160 logs of an online shopping Web site（generated by 4,285 users） to discover their information seeking behaviors. Second, we used in-depth interviews to explore the users＇ motivations. [Results] We found that multi-session shoppers were more likely to check detailed introduction to the products than simply browsing. The average interval between each session was 3 to 4 days. Personal preferences, needs, financial ability and time might lead the users to restore their previous sessions. Searching, shopping carts, bookmarks, browsing and personalized recommendation services were the major channels for users to restore previous sessions. [Limitations] Because of the limited number of participants, results from the interviews might not be generalizable to the whole population. [Conclusions] This research helps us understand the complex online shopping behaviors as well as improve services and user experience of E-commence Web sites.
出处
《现代图书情报技术》
CSSCI
2016年第4期1-7,共7页
New Technology of Library and Information Service
基金
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)的研究成果之一
关键词
多会话网络购物
信息搜寻行为
购物网站
Multi-session online shopping
Information seeking behavior
E-commerce Web site
