点击流：一种研究网上消费者的新范式

Clickstream: A New Paradigm to Study on Online Consumer

点击流，顾名思义，就是访问者在网上的持续的访问轨迹。点击流研究带动了一种新的研究潮流，不仅在多个学术领域，而且在多个实践领域都是大家关注的热点。点击流数据揭示了网上消费者在网上的冲浪行为，现有的点击流研究大多致力于建立消费者网上购物行为的模型，从而更深刻地理解网上消费者的行为，同时，点击流数据分析也有利于进行数据挖掘，改善网页设计和提供决策支持。该文将已有的文献分成三种：网站内点击流研究，网站间点击流研究，以及点击流数据的应用研究，并对点击流研究作为一种新的研究范式的局限性和研究发展趋势作了预测与展望。

Clickstream researches bring a new research stream， not only in many academic domains， but also in many practical domains. Clickstream data record the track when a consumer clicks on the sites. Most of the former researches concentrate on building consumers' online behavior models， so to get further understanding of consumers' online behavior. The analysis of clickstream data is also benefit for data mining， web designing and decision-making supporting system as well. Therefore， we classify three types of researches in existence: Within-Site clickstream researches， Between-Site clickstream researches， and applied researches of clickstream data. The limitation and the future development of clickstream research as a new paradigm are also discussed.