Visual analysis of consumer purchasing behavior for Online Transaction Log

Online transaction log is a set of commodity trading records generated by electronic commerce (E-commerce) platform. It incorporates information of the consumers, commodities, sellers and transactions that reflect consumer purchasing behavior. The existing visualization methods cannot fully combine the time series, hierarchical, geospatial and multi-dimensional features of online transaction log to perform multi-aspect analysis on consumer purchasing behavior. Combining with multiple features of online transaction log, this paper proposes a composite temporal visualization method based on the radial layout and a timeline visualization method incorporated with spatial information. An extreme color mapping method and an identifiable color mapping method are also designed to support the analysis. UPB-VIS is designed and implemented based on the methods above to realize the comprehensive analysis of consumer purchasing behavior. The usability of the system and the validity of the visualization methods are verified by using JD online transaction log. © Copyright 2017, Institute of Software, the Chinese Academy of Sciences. All rights reserved.