Embodiments of the present disclosure provide systems and methods for facilitating electronic commerce including identifying purchase patterns over a network. The systems and methods include communicating with a user via a user device and a business entity via a business entity device over the network, monitoring user navigation events over the network, determining a mood of the user based on current user navigation behavior, marketing to the user based on the current mood of the user, and storing user information related to the user navigation events and the mood of the user. In one implementation, the systems and methods may include prompting the user to login over the network after communicating with the user via the user device over the network, obtaining user information including user identity information from the user via the user device over the network, determining identity of the user based on the user information, and accessing a user account related to the user based on the identity of the user. In another implementation, the systems and methods may include tracking user navigation events over the network, monitoring user selection events over the network, tracking user selection events over the network. The mood of the user may be based on user navigation behavior and user selection events. In another implementation, the systems and methods may include monitoring user purchase events over the network and tracking user purchase events over the network. The mood of the user may be based on user navigation behavior and user purchase events. In various implementations, the mood of the user may include a psychological state, emotional state, and a physical state of the user. Marketing to the user may include sending marketing messages (audio and/or video messages, advertisements, coupons, commercials, emails, voice mails, text messages, etc.) to the user via the user device over the network based on the mood of the user. The business entity may include a merchant entity, a social network entity, and/or an information resource entity, and the business entity may maintain and operate a network based website on the network including a merchant site, a social network site, and/or an information resource site. Systems and methods, in accordance with embodiments of the present disclosure, are adapted to identify purchase patterns of a user over a network including identifying user selection patterns and user navigation patterns. In one aspect, identified navigation, selection, and/or purchase patterns may be utilized to identify the mood and/or persona identity of a user. For example, if a user's mood is philanthropic, the user may be in a mood to donate, and the user may not be in the mood to gamble. Therefore, marketing messages may be generated and/or adjusted to meet and/or anticipate the user's mood at a particular time during network navigation including online shopping. In another aspect, navigation models, marketing messages, identity systems, etc. related to the user may be enhanced to match the mood of the user in real time. As such, navigational behavior and purchase history of the user may be utilized to model the mood and personality traits of the user to provide a seamless experience during online navigation.

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