Physical Sciences and Mathematics Commons^™

Sifting Customers From The Clickstream : Behavior Pattern Discovery In A Virtual Shopping Environment, Peishih Chang

Dissertations

While shopping online, customers' needs and goals may change dynamically, based on a variety of factors such as product information and characteristics, time pressure and perceived risk. While these changes create emergent information needs, decisions about what information to present to customers are typically made before customers have visited a web site, using data such as purchase histories and logs of web pages visited. Better understanding of customer cognition and behavior as a function of various factors is needed in order to enable the right information to be presented at the right time. One approach to achieving this understanding is …