Analyzing online consumer behavior in mobile and PC devices: A novel web usage mining approach

作者：

Highlights：

• We compare online browsing behavior across mobile and PC platforms.

• A novel web usage mining approach is proposed to identify sequences of navigation patterns in clickstream data.

• The approach combines footstep graph visualization with sequential rule mining.

• Mobile sessions are more task-oriented, whereas PC sessions are more exploratory.

• Sequence rules are valuable in predicting a purchase for both mobile and PC devices.

摘要

•We compare online browsing behavior across mobile and PC platforms.•A novel web usage mining approach is proposed to identify sequences of navigation patterns in clickstream data.•The approach combines footstep graph visualization with sequential rule mining.•Mobile sessions are more task-oriented, whereas PC sessions are more exploratory.•Sequence rules are valuable in predicting a purchase for both mobile and PC devices.

论文关键词：M-commerce,E-commerce,Online browsing behavior,Navigation patterns,Footstep graph,Web usage mining,Sequential association rule mining

论文评审过程：Received 28 September 2016, Revised 23 August 2017, Accepted 6 September 2017, Available online 7 September 2017, Version of Record 21 September 2017.

论文官网地址：https://doi.org/10.1016/j.elerap.2017.09.003