ISSN 1671-3710
CN 11-4766/R

›› 2007, Vol. 15 ›› Issue (4): 715-720.

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Clickstream: A New Paradigm to Study on Online Consumer

Li Shuang Shuang;Chen Yiwen   

  1. institute of Psychology, Chinese Academy of Sciences, Beijing 100101, China
  • Received:2006-09-21 Revised:1900-01-01 Online:2007-07-15 Published:2007-07-15
  • Contact: Chen Yiwen

Abstract: Clickstream researches bring a new research stream, not only in many academic domains, but also in many practical domains. Clickstream data record the track when a consumer clicks on the sites. Most of the former researches concentrate on building consumers’ online behavior models, so to get further understanding of consumers’ online behavior. The analysis of clickstream data is also benefit for data mining, web designing and decision-making supporting system as well. Therefore, we classify three types of researches in existence: Within-Site clickstream researches, Between-Site clickstream researches, and applied researches of clickstream data. The limitation and the future development of clickstream research as a new paradigm are also discussed

Key words: clickstream, consumer, online shopping

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