Romance in China: Mining and Visualizing 10 Million Alibaba Valentine Purchases
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Valentine Day February 14, is the day of love. The days ahead of Valentine's Day are filled with extensive shopping activity for loved ones. Previous studies have investigated expressions of romantic love and gift-giving using surveys with 40-100 participants. In the era of big data, large datasets can be used to study social phenomena and explore and exploit evolving patterns, trends, and outliers in a more dynamic, comprehensive, and reliable manner. This paper examines the romantic online shopping behavior of 1 million Chinese using Alibaba eCommerce data.
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