How do consumers behave in social commerce? An investigation through clickstream data

Abstract

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.