Analysis of Purchasing Tendency using ID-POS Data of Social Login User

This study targets social login registrants on an EC site and aims to clarify the difference between the purchasing tendency of social login registrants and general members by analyzing product purchasing history. The authors focused on the golf portal site that is the subject of this research. The authors analyzed the purchasing data comparing social login registrants with general members. It became clear that the social login registrants and general members have different distribution regarding the number of purchases and purchase type. Moreover, the social login registrants have a larger range of purchase types per purchase and they are purchasing from a variety of genres. In addition, the authors analyzed them with a focus on the relationship between products purchased. As the results of network analysis, it became clear that the existence of specific product combinations (concentrated sets on the network) more readily purchased simultaneously by Facebook users than by general members. Moreover, the authors compared each network tendency using a network index (degree, closeness and betweenness centrality). As the results, it became clear that social login registrants have less resistance to purchasing expensive products on an EC site compared with general members and golf gears act as a bridge for purchasing. Keywords—Social Networking Service; Consumer Behavior; Network Analysis; ID-POS Data