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International Conference on Electronic Commerce

ICEC 2013: Co-created Effective, Agile, and Trusted eServices pp 50–62Cite as

Association Rules in Web Usage Logfile Data – Empirical Insights into the Use of User-Generated Web Site Features

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Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 155))

Abstract

This study focuses on the innovative and rapidly growing business model of social shopping communities (SSCs). In addition to traditional features, SSCs provide several user-generated social shopping features, such as recommendation lists, ratings, styles (e. g. user-generated assortments), tags, and user profiles. Using association rules, this study identifies structural relations that exist in user sessions of a SSC. Specifically, the analysis identifies which Web site features are used within these sessions to provide insights for both researchers and management, concerning the usability and revenue effects of these new features. The analysis draws on 2.91 million user sessions, revealing significant and interesting association rules between user-generated and direct shopping features.

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Author information

Authors and Affiliations

  1. Chair of Marketing, University of Hagen, Prof. Dr. R. Olbrich, Universitätsstraße 11, 58097, Hagen, Germany

    Christian Holsing & Carsten D. Schultz

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  1. Christian Holsing
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  2. Carsten D. Schultz
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Editors and Affiliations

  1. Department of Information Systems Science, University of Turku, Turku, Finland

    Jonna Järveläinen , Hongxiu Li , Anne-Marie Tuikka  & Tiina Kuusela , ,  & 

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Holsing, C., Schultz, C.D. (2013). Association Rules in Web Usage Logfile Data – Empirical Insights into the Use of User-Generated Web Site Features. In: Järveläinen, J., Li, H., Tuikka, AM., Kuusela, T. (eds) Co-created Effective, Agile, and Trusted eServices. ICEC 2013. Lecture Notes in Business Information Processing, vol 155. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-39808-7_5

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  • DOI: https://doi.org/10.1007/978-3-642-39808-7_5

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-39807-0

  • Online ISBN: 978-3-642-39808-7

  • eBook Packages: Computer ScienceComputer Science (R0)

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