Detecting Goal-Oriented vs. Browsing Users Through Behavior Analysis

J. L. Jenkins, A. Denison, J. S. Valacich, D. Wilson

Research output: Chapter in Book/Report/Conference proceedingConference contribution


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.

Original languageEnglish (US)
Title of host publication2023 46th ICT and Electronics Convention, MIPRO 2023 - Proceedings
EditorsDragan Cisic, Neven Vrcek, Marko Koricic, Vera Gradisnik, Karolj Skala, Zeljka Car, Marina Cicin-Sain, Snjezana Babic, Vlado Sruk, Dejan Skvorc, Alan Jovic, Stjepan Gros, Boris Vrdoljak, Edvard Tijan, Tihomir Katulic, Juraj Petrovic, Tihana Galinac Grbac, Lovro Bozicevic
PublisherInstitute of Electrical and Electronics Engineers Inc.
Number of pages6
ISBN (Electronic)9789532331042
StatePublished - 2023
Event46th ICT and Electronics Convention, MIPRO 2023 - Opatija, Croatia
Duration: May 22 2023May 26 2023

Publication series

Name2023 46th ICT and Electronics Convention, MIPRO 2023 - Proceedings


Conference46th ICT and Electronics Convention, MIPRO 2023


  • behavior analysis
  • browsing users
  • e-commerce persona
  • goal-oriented users
  • human-computer interaction
  • mouse tracking

ASJC Scopus subject areas

  • Artificial Intelligence
  • Computer Networks and Communications
  • Computer Vision and Pattern Recognition
  • Human-Computer Interaction
  • Information Systems
  • Information Systems and Management
  • Instrumentation


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