How Do Consumers Behave in Social Commerce? An Investigation Through Clickstream Data

  • Qican Gu
  • Qiqi JiangEmail author
  • Hongwei Wang
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9751)


The social commerce has received considerable attentions in both academia and practitioners in last decade. However, most of current studies investigated such topic from consumers’ psychological impetus, but lack of the objective evidence. In this work, we employed the clickstream data analysis to depict online consumers’ cross-site browsing behaviors in the context of social commerce. Four prominent clusters depicting distinctive consumers’ online browsing behaviors are found. Additionally, the consumers’ online behaviors characterized by the browsing patterns are also unveiled and discussed.


Social commerce Clickstream data Cluster analysis Chinese consumers 



This work was partially supported by Program for Young Excellent Talents in Tongji University (2014KJ002), the Fundamental Research Funds for the Central Universities (2850219028), and the National Natural Science Foundation of China (NSFC 71532015).


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.School of Economics and ManagementTongji UniversityShanghaiChina

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