Search Results (15)

Distance Learning has become the “new normal”, especially during the pandemic and due to the technological advances that are incorporated into the teaching procedure. At the same time, the augmented use of the internet has blurred the borders between distance and conventional learning. Students interact mainly through LMSs, leaving their digital traces that can be leveraged to improve the educational process. New knowledge derived from the analysis of digital data could assist educational stakeholders in instructional design and decision making regarding the level and type of intervention that would benefit learners. This work aims to propose an analysis model that can capture the students’ behaviors in a distance learning course delivered fully online, based on the clickstream data associated with the discussion forum, and additionally to suggest interpretable patterns that will support education administrators and tutors in the decision-making process. To achieve our goal, we use Social Network Analysis as networks represent complex interactions in a meaningful and easily interpretable way. Moreover, simple or complex network metrics are becoming available to provide valuable insights into the students’ social interaction. This study concludes that by leveraging the imprint of these actions in an LMS and using metrics of Social Network Analysis, differences can be spotted in the communicational patterns that go beyond simple participation recording. Although HITS and PageRank algorithms were created with completely different targeting, it is shown that they can also reveal methodological features in students’ communicational approach. Full article

The growing popularity of e-commerce has prompted researchers to take a greater interest in deeper understanding online shopping behavior, consumer interest patterns, and the effectiveness of advertising campaigns. This paper presents a fresh approach for targeting high-value e-shop clients by utilizing clickstream data. We propose the new algorithm to measure customer engagement and recognizing high-value customers. Clickstream data is employed in the algorithm to compute a Customer Merit (CM) index that measures the customer’s level of engagement and anticipates their purchase intent. The CM index is evaluated dynamically by the algorithm, examining the customer’s activity level, efficiency in selecting items, and time spent in browsing. It combines tracking customers browsing and purchasing behaviors with other relevant factors: time spent on the website and frequency of visits to e-shops. This strategy proves highly beneficial for e-commerce enterprises, enabling them to pinpoint potential buyers and design targeted advertising campaigns exclusively for high-value customers of e-shops. It allows not only boosts e-shop sales but also minimizes advertising expenses effectively. The proposed method was tested on actual clickstream data from two e-commerce websites and showed that the personalized advertising campaign outperformed the non-personalized campaign in terms of click-through and conversion rate. In general, the findings suggest, that personalized advertising scenarios can be a useful tool for boosting e-commerce sales and reduce advertising cost. By utilizing clickstream data and adopting a targeted approach, e-commerce businesses can attract and retain high-value customers, leading to higher revenue and profitability. Full article

This paper examines the relationship between user pageview (PV) histories and their itemchoice behavior on an e-commerce website. We focus on PV sequences, which represent time series of the number of PVs for each user–item pair. We propose a shape-restricted optimization model that accurately estimates item-choice probabilities for all possible PV sequences. This model imposes monotonicity constraints on item-choice probabilities by exploiting partial orders for PV sequences, according to the recency and frequency of a user’s previous PVs. To improve the computational efficiency of our optimization model, we devise efficient algorithms for eliminating all redundant constraints according to the transitivity of the partial orders. Experimental results using real-world clickstream data demonstrate that our method achieves higher prediction performance than that of a state-of-the-art optimization model and common machine learning methods. Full article

Learning concentration, as a crucial factor influencing learning outcomes, provides the basis for learners’ self-regulation and teachers’ instructional adjustments and intervention decisions. However, the current research on learning concentration recognition lacks the integration of cognitive, emotional, and behavioral features, and the integration of interaction and vision data for recognition requires further exploration. The way data are collected in a head-mounted display differs from that in a traditional classroom or online learning. Therefore, it is vital to explore a recognition method for learning concentration based on multi-modal features in VR environments. This study proposes a multi-modal feature integration-based learning concentration recognition method in VR environments. It combines interaction and vision data, including measurements of interactive tests, text, clickstream, pupil facial expressions, and eye gaze data, to measure learners’ concentration in VR environments in terms of cognitive, emotional, and behavioral representation. The experimental results demonstrate that the proposed method, which integrates interaction and vision data to comprehensively represent the cognitive, emotional, and behavioral dimensions of learning concentration, outperforms single-dimensional and single-type recognition results in terms of accuracy. Additionally, it was found that learners with higher concentration levels achieve better learning outcomes, and learners’ perceived sense of immersion is an important factor influencing their concentration. Full article

The Online Roadshow, a new type of web application, is a digital marketing approach that aims to maximize contactless business engagement. It leverages web computing to conduct interactive game sessions via the internet. As a result, massive amounts of personal data are generated during the engagement process between the audience and the Online Roadshow (e.g., gameplay data and clickstream information). The high volume of data collected is valuable for more effective market segmentation in strategic business planning through data-driven processes such as web personalization and trend evaluation. However, the data storage and processing techniques used in conventional data analytic approaches are typically overloaded in such a computing environment. Hence, this paper proposed a new big data processing framework to improve the processing, handling, and storing of these large amounts of data. The proposed framework aims to provide a better dual-mode solution for processing the generated data for the Online Roadshow engagement process in both historical and real-time scenarios. Multiple functional modules, such as the Application Controller, the Message Broker, the Data Processing Module, and the Data Storage Module, were reformulated to provide a more efficient solution that matches the new needs of the Online Roadshow data analytics procedures. Some tests were conducted to compare the performance of the proposed frameworks against existing similar frameworks and verify the performance of the proposed framework in fulfilling the data processing requirements of the Online Roadshow. The experimental results evidenced multiple advantages of the proposed framework for Online Roadshow compared to similar existing big data processing frameworks. Full article

This study proposes a random forest model to address the limited explanation of consumer purchase behavior in search advertising, considering the influence of anchoring effects on rational consumer behavior. The model comprises two components: prediction and explanation. The prediction part employs various algorithms, including logistic regression (LR), adaptive boosting (ADA), extreme gradient boosting (XGB), multilayer perceptron (MLP), naive bayes (NB), and random forest (RF), for optimal prediction. The explanation part utilizes the SHAP explainable framework to identify significant indicators and reveal key factors influencing consumer purchase behavior and their relative importance. Our results show that (1) the explainable machine learning model based on the random forest algorithm performed optimally (F1 = 0.8586), making it suitable for analyzing and predicting consumer purchase behavior. (2) The dimension of product information is the most crucial attribute influencing consumer purchase behavior, with features such as sales level, display priority, granularity, and price significantly influencing consumer perceptions. These attributes can be considered by merchants to develop appropriate tactics for improving the user experience. (3) Consumers’ purchase intentions vary based on the presented anchor point. Specifically, high anchor information related to product quality ratings increases the likelihood of purchase, while price anchors prompted consumers to compare similar products and opt for the most economical option. Our findings provide guidance for optimizing marketing strategies and improving user experience while also contributing to a deeper understanding of the decision−making mechanisms and pathways in online consumer purchase behavior. Full article

In this study, we aim to investigate the influence of the time spent reading product information on consumer behavior in e-commerce. Given the rapid growth of e-commerce and the increasing importance of understanding online consumer behavior, our research focuses on gaining a deeper understanding of customer navigation on e-commerce websites and its effects on purchasing decisions. Recognizing the multidimensional and dynamic nature of consumer behavior, we utilize machine learning techniques, which offer the capacity to handle complex data structures and reveal hidden patterns within the data, thereby augmenting our comprehension of underlying consumer behavior mechanisms. By analyzing clickstream data using Machine Learning (ML) algorithms, we provide new insights into the internal structure of customer clusters and propose a methodology for analyzing non-linear relationships in datasets. Our results reveal that the time spent reading product-related information, combined with other factors such as bounce rates, exit rates, and customer type, significantly influences a customer’s purchasing decision. This study contributes to the existing literature on e-commerce research and offers practical implications for e-commerce website design and marketing strategies. Full article

Since online shopping has become an important way for consumers to make purchases, consumers have signed up to e-commerce platforms to shop online. However, retailers are beginning to realise the critical role of predicting anonymous consumer purchase intent to improve purchase conversion rates and store profitability. Therefore, this study aims to investigate the prediction of anonymous consumer purchase intent. This research presents a machine learning model (MBT-POP) for predicting customer purchase behaviour based on multi-behavioural trendiness (MBT) and product popularity (POP) using 33,339,730 clicks generated from 445,336 sessions of real e-commerce customers. The results show that the MBT-POP model can effectively predict the purchase behaviour of anonymous customers (F1 = 0.9031), and it achieves the best prediction result with a sliding window of 2 days. Compared to existing studies, the MBT-POP model not only improves the model performance, but also compresses the number of days required for accurate prediction. The present research has argued that product trendiness and popularity can significantly improve the predictive performance of the customer purchase behaviour model and can play an important role in predicting the purchase behaviour of anonymous customers. Full article

Student performance predictive analysis has played a vital role in education in recent years. It allows for the understanding students’ learning behaviours, the identification of at-risk students, and the development of insights into teaching and learning improvement. Recently, many researchers have used data collected from Learning Management Systems to predict student performance. This study investigates the potential of clickstream data for this purpose. A total of 5341 sample students and their click behaviour data from the OULAD (Open University Learning Analytics Dataset) are used. The raw clickstream data are transformed, integrating the time and activity dimensions of students’ click actions. Two feature sets are extracted, indicating the number of clicks on 12 learning sites based on weekly and monthly time intervals. For both feature sets, the experiments are performed to compare deep learning algorithms (including LSTM and 1D-CNN) with traditional machine learning approaches. It is found that the LSTM algorithm outperformed other approaches on a range of evaluation metrics, with up to 90.25% accuracy. Four out of twelve learning sites (content, subpage, homepage, quiz) are identified as critical in influencing student performance in the course. The insights from these critical learning sites can inform the design of future courses and teaching interventions to support at-risk students. Full article

The COVID-19 pandemic has caused educators around the world to access online-learning systems. Applying the online system involves challenges, such as the students’ need to cope with changes in their learning process, where they must develop capabilities to manage their learning more independently. Self-Regulated Learning (SRL) is an approach considered to help us understand students’ ability to manage their learning strategies and achieve improved performance. This paper aims to investigate the SRL of Indonesian students in underdeveloped areas when using a learning management system (LMS), namely SPADA, initiated by the Indonesian government. This study employed the clickstream data (CSD) of SPADA to examine students’ SRL within the first nine months of its implementation. We also analyzed the correlation of certain activities in SPADA with the students’ SRL results. The findings suggest some positive indications of SPADA implementation, particularly in promoting the students’ SRL, either students in general or in the underdeveloped areas. Some improvements indeed still need to be made on the system, including in improving the platform architecture to gain a better measurement method on students’ SRL. Full article

A variety of tools are available to collect, process and analyse learning data obtained from the clickstream generated by students watching learning resources in video format. There is also some literature on the uses of such data in order to better understand and improve the teaching-learning process. Most of the literature focuses on large scale learning scenarios, such as MOOCs, where videos are watched hundreds or thousands of times. We have developed a solution to collect clickstream analytics data applicable to smaller scenarios, much more common in primary, secondary and higher education, where videos are watched tens or hundreds of times, and to analyse whether the solution is useful to teachers to improve the learning process. We have deployed it in a real scenario and collected real data. Furthermore, we have processed and presented the data visually to teachers for those scenarios and have collected and analysed their perception of their usefulness. We conclude that the collected data are perceived as useful by teachers to improve the teaching and learning process. Full article

While the password-based authentication used in social networks, e-mail, e-commerce, and online banking is vulnerable to hackings, biometric-based continuous authentication systems have been used successfully to handle the rise in unauthorized accesses. In this study, an empirical evaluation of online continuous authentication (CA) and anomaly detection (AD) based on mouse clickstream data analysis is presented. This research started by gathering a set of online mouse-dynamics information from 20 participants by using software developed for collecting mouse information, extracting approximately 87 features from the raw dataset. In contrast to previous work, the efficiency of CA and AD was studied using different machine learning (ML) and deep learning (DL) algorithms, namely, decision tree classifier (DT), k-nearest neighbor classifier (KNN), random forest classifier (RF), and convolutional neural network classifier (CNN). User identification was determined by using three scenarios: Scenario A, a single mouse movement action; Scenario B, a single point-and-click action; and Scenario C, a set of mouse movement and point-and-click actions. The results show that each classifier is capable of distinguishing between an authentic user and a fraudulent user with a comparatively high degree of accuracy. Full article

In higher education, predicting the academic performance of students is associated with formulating optimal educational policies that vehemently impact economic and financial development. In online educational platforms, the captured clickstream information of students can be exploited in ascertaining their performance. In the current study, the time-series sequential classification problem of students’ performance prediction is explored by deploying a deep long short-term memory (LSTM) model using the freely accessible Open University Learning Analytics dataset. In the pass/fail classification job, the deployed LSTM model outperformed the state-of-the-art approaches with 93.46% precision and 75.79% recall. Encouragingly, our model superseded the baseline logistic regression and artificial neural networks by 18.48% and 12.31%, respectively, with 95.23% learning accuracy. We demonstrated that the clickstream data generated due to the students’ interaction with the online learning platforms can be evaluated at a week-wise granularity to improve the early prediction of at-risk students. Interestingly, our model can predict pass/fail class with around 90% accuracy within the first 10 weeks of student interaction in a virtual learning environment (VLE). A contribution of our research is an informed approach to advanced higher education decision-making towards sustainable education. It is a bold effort for student-centric policies, promoting the trust and the loyalty of students in courses and programs. Full article

Massive Open Online Courses (MOOCs) have gradually become a dominant trend in education. Since 2014, the Ministry of Education in Taiwan has been promoting MOOC programs, with successful results. The ability of students to work at their own pace, however, is associated with low MOOC completion rates and has recently become a focus. The development of a mechanism to effectively improve course completion rates continues to be of great interest to both teachers and researchers. This study established a series of learning behaviors using the video clickstream records of students, through a MOOC platform, to identify seven types of cognitive participation models of learners. We subsequently built practical machine learning models by using K-nearest neighbor (KNN), support vector machines (SVM), and artificial neural network (ANN) algorithms to predict students’ learning outcomes via their learning behaviors. The ANN machine learning method had the highest prediction accuracy. Based on the prediction results, we saw a correlation between video viewing behavior and learning outcomes. This could allow teachers to help students needing extra support successfully pass the course. To further improve our method, we classified the course videos based on their content. There were three video categories: theoretical, experimental, and analytic. Different prediction models were built for each of these three video types and their combinations. We performed the accuracy verification; our experimental results showed that we could use only theoretical and experimental video data, instead of all three types of data, to generate prediction models without significant differences in prediction accuracy. In addition to data reduction in model generation, this could help teachers evaluate the effectiveness of course videos. Full article

As webstores usually face the issue of low conversion rates, finding ways to effectively increase them is of special interest to researchers and practitioners alike. However, to the best of our knowledge, no one has yet empirically investigated the usefulness of various in-webstore marketing tools like coupons or different types of product recommendations. By analysing clickstream data for a shoe and a bed online store, we are contributing to closing this gap. In particular, we use our present data to build more general hypotheses on how such purchasing incentives might function and on how they could be used in practice. Full article