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Title: Exploring users’ within-site navigation behavior: A case study based on clickstream data
Author: JIANG Tingting; CHI Yu; JIA Wenrui
Source: Chinese Journal of Library and Information Science
Issued Date: 2014-12-25
Volume: 7, Issue:4, Pages:63-76
Keyword: Web navigation ; User behavior ; Clickstream data analysis ; Metrics ; Resale apartment website
Subject: 新闻学与传播学 ; 图书馆、情报与文献学
Indexed Type: 其他
Corresponding Author: Tingting Jiang(Email:tij@whu.edu.cn)
DOC Type: Research Paper
Abstract:
Purpose: The goal of our research is to suggest specific Web metrics that are useful for evaluating and improving user navigation experience on informational websites.

Design/methodology/approach: We revised metrics in a Web forensic framework proposed in the literature and defined the metrics of footprint, track and movement. Data were obtained from user clickstreams provided by a real estate site's administrators. There were two phases of data analysis with the first phase on navigation behavior based on user footprints and tracks, and the second phase on navigational transition patterns based on user movements.

Findings: Preliminary results suggest that the apartment pages were heavily-trafficked while the agent pages and related information pages were underused to a great extent. Navigation within the same category of pages was prevalent, especially when users navigated among the regional apartment listings. However, navigation of these pages was found to be inefficient.

Research limitations: The suggestions for navigation design optimization provided in the paper are specific to this website, and their applicability to other online environments needs to be verified. Preference predications or personal recommendations are not made during the current stage of research.

Practical implications: Our clickstream data analysis results offer a base for future research. Meanwhile, website administrators and managers can make better use of the readily available clickstream data to evaluate the effectiveness and efficiency of their site navigation design.

Originality/value: Our empirical study is valuable to those seeking analysis metrics for evaluating and improving user navigation experience on informational websites based on clickstream data. Our attempts to analyze the log file in terms of footprint, track and movement will enrich the utilization of such trace data to engender a deeper understanding of users' within-site navigation behavior.
English Abstract:
Purpose: The goal of our research is to suggest specific Web metrics that are useful for evaluating and improving user navigation experience on informational websites.

Design/methodology/approach: We revised metrics in a Web forensic framework proposed in the literature and defined the metrics of footprint, track and movement. Data were obtained from user clickstreams provided by a real estate site's administrators. There were two phases of data analysis with the first phase on navigation behavior based on user footprints and tracks, and the second phase on navigational transition patterns based on user movements.

Findings: Preliminary results suggest that the apartment pages were heavily-trafficked while the agent pages and related information pages were underused to a great extent. Navigation within the same category of pages was prevalent, especially when users navigated among the regional apartment listings. However, navigation of these pages was found to be inefficient.

Research limitations: The suggestions for navigation design optimization provided in the paper are specific to this website, and their applicability to other online environments needs to be verified. Preference predications or personal recommendations are not made during the current stage of research.

Practical implications: Our clickstream data analysis results offer a base for future research. Meanwhile, website administrators and managers can make better use of the readily available clickstream data to evaluate the effectiveness and efficiency of their site navigation design.

Originality/value: Our empirical study is valuable to those seeking analysis metrics for evaluating and improving user navigation experience on informational websites based on clickstream data. Our attempts to analyze the log file in terms of footprint, track and movement will enrich the utilization of such trace data to engender a deeper understanding of users' within-site navigation behavior.
Project Number: Grant No.: 71203163 ; Grant No.:12YJC870011
Funder: This research is supported by the National Natural Science Foundation of China ; the Foundation for Humanities and Social Sciences of the Chinese Ministry of Education
Related URLs: 查看原文
Language: 英语
Content Type: 期刊论文
URI: http://ir.las.ac.cn/handle/12502/7626
Appears in Collections:Chinese Journal of Library and Information Science-2014_期刊论文

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description.institution: School of Information Management, Wuhan University, Wuhan 430072, China

Recommended Citation:
JIANG Tingting,CHI Yu,JIA Wenrui. Exploring users’ within-site navigation behavior: A case study based on clickstream data[J]. Chinese Journal of Library and Information Science,2014,7(4):63-76.
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