This study aimed to explore the online users� behaviors. Since the Internet was introduced to the market, the various and frequent\nonline activities have increased, and it becomes more important for the businesses to understand the online users. Therefore this\nstudy analyzed the online users� behaviors and segmented the users by using ????-means clustering method using actual clickstream\ndata.There were four different research questions and, thus, four different sets of segmentations. It was found that many people find\nmuch of entertaining fromonline using SNS, games, and so on. In addition, some people only have access to a few specific websites.\nSome use the online service regularly every day while others use it in a very irregular pattern. People were divided into two groups,\nweekday group and weekend group. People are likely to be using the Internet either on weekdays or at weekend. Teenagers and\npeople in their 50s are more likely to use it during weekend. In addition, teenagers also show different time zone (e.g., overnight)\nto use the Internet from other age groups. These results can shed light on understanding what consumers do online and what they\nare interested in currently and on decision making in marketing strategy
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