Chinese E-Romance: Analyzing and Visualizing 7.92 Million Alibaba Valentine's Day Purchases

Data and information management Pub Date : 2021-10-01 DOI:10.2478/dim-2021-0006

Yongzhen Wang , Xiaozhong Liu , Yingnan Ju , Katy Börner , Jun Lin , Changlong Sun , Luo Si

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引用次数: 2

Abstract

The days that precede Valentine's Day are characterized by extensive gift shopping activities all across the globe. In China, where much shopping takes place online, there has been an explosive growth in e-commerce sales during Valentine's Day over the recent years. This exploratory study investigates the extent to which each product category and each shopper group can exhibit romantic love within China's e-market throughout the 2 weeks leading up to 2019 Valentine's Day. Massive data from Alibaba, the biggest e-commerce retailer worldwide, are utilized to formulate an innovative romance index (RI) to quantitatively measure e-romantic values for products and shoppers. On this basis, millions of shoppers, along with their millions of products purchased around Valentine's Day, are analyzed as a case study to demonstrate their love consumption and romantic gift-giving. The results of the analysis are then illustrated to help understand Chinese e-romance based on the perspectives of different product categories and shopper groups. This empirical information visualization also contributes to improving the segmentation, targeting, and positioning of China's e-market for Valentine's Day.

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中国电子浪漫：792万阿里巴巴情人节购物的分析与可视化

摘要情人节之前的日子在全球范围内都有大量的礼物购物活动。在中国，很多购物都是在网上进行的，近年来情人节期间的电子商务销售额呈爆炸式增长。这项探索性研究调查了在2019年情人节前的两周内，每个产品类别和每个购物群体在中国电子市场中表现出浪漫爱情的程度。全球最大的电子商务零售商阿里巴巴的大量数据被用来制定一个创新的浪漫指数（RI），以定量衡量产品和购物者的电子浪漫价值。在此基础上，对数百万购物者以及他们在情人节前后购买的数百万件产品进行了案例分析，以展示他们的爱情消费和浪漫礼物赠送。然后从不同产品类别和消费者群体的角度对分析结果进行说明，以帮助理解中国的电子浪漫。这种实证信息可视化也有助于改善中国情人节电子市场的细分、目标定位。

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