@inproceedings{757bbdfba8214dd3a618c52f9c823eb8,
title = "Detecting Goal-Oriented vs. Browsing Users Through Behavior Analysis",
abstract = "Understanding user personas in e-commerce is important for promoting successful online interactions. Two common personas include goal-oriented and browsing users. A goal-oriented user has the intention of completing a specific task as efficiently as possible (e.g., purchasing a product). A browsing user explores for information that will ultimately determine the next objective (e.g., to purchase or look elsewhere). A website that customizes content to a goal-oriented versus browsing user will improve the user experience and ultimately maximize conversion. In this research, we provide a methodology for differentiating between goal-oriented and browsing users by monitoring users' behavior on the website. We conducted a study where participants were randomly assigned to either a goal-oriented task to find a product or told to simply browse the website. Based on the study's results, we discuss suggestions to assist future human-computer interaction (HCI) researchers on how to design behavior-monitoring studies to accurately portray goal-oriented versus browsing users. We also provide insights into the need for considering the motivation of Amazon's Mechanical Turk workers to appropriately utilize them as a sample population in future behavior-monitoring studies.",
keywords = "behavior analysis, browsing users, e-commerce persona, goal-oriented users, human-computer interaction, mouse tracking",
author = "Jenkins, {J. L.} and A. Denison and Valacich, {J. S.} and D. Wilson",
note = "Publisher Copyright: {\textcopyright} 2023 MIPRO Croatian Society.; 46th ICT and Electronics Convention, MIPRO 2023 ; Conference date: 22-05-2023 Through 26-05-2023",
year = "2023",
doi = "10.23919/MIPRO57284.2023.10159963",
language = "English (US)",
series = "2023 46th ICT and Electronics Convention, MIPRO 2023 - Proceedings",
publisher = "Institute of Electrical and Electronics Engineers Inc.",
pages = "13--18",
editor = "Dragan Cisic and Neven Vrcek and Marko Koricic and Vera Gradisnik and Karolj Skala and Zeljka Car and Marina Cicin-Sain and Snjezana Babic and Vlado Sruk and Dejan Skvorc and Alan Jovic and Stjepan Gros and Boris Vrdoljak and Edvard Tijan and Tihomir Katulic and Juraj Petrovic and Grbac, {Tihana Galinac} and Lovro Bozicevic",
booktitle = "2023 46th ICT and Electronics Convention, MIPRO 2023 - Proceedings",
}