The paper addresses the problem of e-customer behavior characterization based on Web server log data. We describe user sessions with the number of session features and aim to identify the features indicating a high probability of making a purchase for two customer groups: traditional customers and innovative customers. We discuss our approach aimed at assessing a purchase probability in a user session depending on categories of viewed products and session features. We apply association rule mining to real online bookstore data. The results show differences in factors indicating a high purchase probability in session for both customer types. The discovered association rules allow us to formulate some predictions for the online store, e.g. that a logged user who has viewed only traditional, printed books, has been staying in the store from 10 to 25 min, and has opened between 30 and 75 pages, will decide to confirm a purchase with the probability of more than 92 %.

Web server logs have been extensively used as a source of data on the characteristics of Web traffic and users’ navigational patterns. In particular, Web bot detection and online purchase prediction using methods from artificial intelligence (AI) are currently key areas of research. However, in reality, it is hard to obtain logs from actual online stores and there is no common dataset that can be used across different studies. Moreover, there is a lack of studies exploring Web traffic over a longer period of time, due to the unavailability of long-term data from server logs.