Analysis of usersā?? behaviour in structured e-commerce websites
Online shopping is becoming more and more common in our daily lives. Understanding usersā?? interests and behaviour is essential in order to adapt e-commerce websites to customersā?? requirements. The information about usersā?? behaviour is stored in the web server logs. The analysis of such information has focused on applying data mining techniques where a rather static characterization is used to model usersā?? behaviour and the sequence of the actions performed by them is not usually considered. Therefore, incorporating a view of the process followed by users during a session can be of great interest to identify more complex behavioural patterns. To address this issue, this paper proposes a linear-temporal logic model checking approach for the analysis of structured e-commerce web logs. By defining a common way of mapping log records according to the e-commerce structure, web logs can be easily converted into event logs where the behaviour of users is captured. Then, different predefined queries can be performed to identify different behavioural patterns that consider the different actions performed by a user during a session. Finally, the usefulness of the proposed approach has been studied by applying it to a real case study of a Spanish e-commerce website. The results have identified interesting findings that have made possible to propose some improvements in the website design with the aim of increasing its efficiency.
Data mining, e-commerce, web logs analysis, behavioural patterns, model checking.