Phase 1- Literature Review: Do a literature review of FIVE past studies (articles) on Consumer Online Shopping behavior, using APA standard to correctly cite them within your text.

Consumer Online Shopping behavior

Individual Research Paper: Instructions What to Do: You will work on your own alone, to execute the research project in 4 phases. You will submit your Final Report by the due date, Sunday 11/20/22 (before midnight EST), on Blackboard as a Word file attachment under the tab: “Individual Research Paper Dropbox.” You must title each section and subsection of your report according to their titles given below, or else you will lose points! The 4 phases of the research project are as follows: Phase 1- Literature Review: Do a literature review of FIVE past studies (articles) on Consumer Online Shopping behavior, using APA standard to correctly cite them within your text.

Consumer Online Shopping behavior

You must begin the review of each study (article) on a different paragraph or else you will lose points! (15 points) Phase 2 – Analyses: Go to Google Analytics Demo Account and conduct extensive web-based research on UA-Google Merchandise Store (Master view) performance, answering the questions under the five sets of analyses given below. “UA-Google Merchandise Store” (i.e., “Universal Analytics-Google Merchandise Store”) will henceforth be referred to as GMS Company. You should use the name GMS Company in all your submitted analyses and report or else you will lose points!

Consumer Online Shopping behavior

You must begin each analysis under a new subsection and label it accordingly (as Analysis 1, Analysis 2, etc.) or else you will lose points! Analysis 1 (15 points) (a) Find the number of active users (1 Day, 7 Day, 14 Day, and 28 Day) during October 2021. Calculate the ratio of 1 Day Active Users to 28 Day Active Users, expressed as a percentage. Typically, this ratio is considered a measure of your website’s “stickiness” or retention of users. It should be 10% or higher for sites where content is refreshed daily, like news sites, or where the site derives its revenue primarily from advertising.

The ratio could be a lot higher for social sites like Facebook and WhatsApp (> 50%).

Consumer Online Shopping behavior

For Ecommerce sites like GMS Company, where usage is less frequent but of higher monetary value, the ratio is typically lower than 10%. Also, compare the graphs for 1 Day Active Users to 28 Day Active Users. What conclusions can you derive? Please provide a screenshot to support your analysis. Note: Active Users refer to the number of users who visited the GMS Company website within the last 1, 7, 14, or 28 days looking back from the last day of the period, which in this case is October 31, 2021. The metrics in the report are relative to the last day in the date range.

Consumer Online Shopping behavior

For example, given that your date range is October 1 to October 31: 1 Day Active Users: the number of unique users who initiated sessions on your site or app on October 31 (the last day of your date range). 7 Day Active Users: the number of unique users who initiated sessions on your site or app from October 25 through October 31 (the last 7 days of your date range). 14 Day Active Users: the number of unique users who initiated sessions on your site or app from October 18 through October 31 (the last 14 days of your date range).

28 Day Active Users: the number of unique users who initiated sessions on your site or app from October 4 through October 31 (the entire 28 days of your date range). https://youtu.be/IZle0YtDVY4

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