Using Real-Time Online Preprocessed Mouse Tracking for Lower Storage and Transmission Costs

Pageview is the most popular webpage analytic metric in all sectors including blogs, business, e-commerce, education, entertainment, research, social media, and technology. To perform deeper analysis, additional methods are required such as mouse tracking, which can help researchers understand online user behavior on a single webpage. However, the geometrical data generated by mouse tracking are extremely large, and qualify as big data. A single swipe on a webpage from left to right can generate a megabyte (MB) of data. Fortunately, the geometrical data of each x and y point of the mouse trail are not always needed. Sometimes, analysts only need the heat map of a certain area or perhaps just a summary of the number of activities that occurred on a webpage. Therefore, recording all geometrical data is sometimes unnecessary. This work introduces preprocessing during real-time and online mouse tracking sessions. The preprocessing that is introduced converts the geometrical data from each x and y point to a region-of-interest concentration, in other words only heat map areas that the analyzer is interested in. Ultimately, the approach used here is able to greatly reduce the storage and transmission cost of real-time online mouse tracking.

Using Real-Time Online Preprocessed Mouse Tracking for Lower Storage and Transmission Costs

Pageview is the most popular webpage analytic metric in all sectors including blogs, business, e-commerce, education, entertainment, research, social media, and technology. To perform deeper analysis, additional methods are required such as mouse tracking, which can help researchers understand online user behavior on a single webpage. However, the geometrical data generated by mouse tracking are extremely large, and qualify as big data. A single swipe on a webpage from left to right can generate a megabyte (MB) of data. Fortunately, the geometrical data of each x and y point of the mouse trail are not always needed. Sometimes, analysts only need the heat map of a certain area or perhaps just a summary of the number of activities that occurred on a webpage. Therefore, recording all geometrical data is sometimes unnecessary. This work introduces preprocessing during real-time and online mouse tracking sessions. The preprocessing that is introduced converts the geometrical data from each x and y point to a region-of-interest concentration, in other words only heat map areas that the analyzer is interested in. Ultimately, the approach used here is able to greatly reduce the storage and transmission cost of real-time online mouse tracking.

Cross-Cultural Study of Online User Behavior in Fashion E-Commerce

Adopting the Technology Acceptance Model (TAM) – perceived usefulness and perceived ease of use (Davis, Bagozzi, & Waeshaw, 1989) and Customer Buying Decision Process (Engel, Kollat, & Blackwell, 1968), this research examines the role of culture in influencing online shopping use, comparing differences across two continents and countries: Britain and China. Qualitative data obtained through the semi-structured focus group interviews was analysed using content analysis, which involves examining the accumulated data for ideas and constructs that have been pre-determined. The TAM held for the U.K. This project also explores whether the relationships hold for the emerging Chinese market.