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Exploring users’ within-site navigation behavior: A case study based on clickstream data | |
JIANG Tingting; CHI Yu; JIA Wenrui; Tingting Jiang(Email:tij@whu.edu.cn) | |
2014-12-25 | |
Source Publication | Chinese Journal of Library and Information Science
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Volume | 7Issue:4Pages:63-76 |
Other 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.
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. |
Subtype | Research Paper |
Keyword | Web Navigation User Behavior Clickstream Data Analysis Metrics Resale Apartment Website |
Subject Area | 新闻学与传播学 ; 图书馆、情报与文献学 |
URL | 查看原文 |
Indexed By | 其他 |
Project Number | Grant No.: 71203163 ; Grant No.:12YJC870011 |
Language | 英语 |
Funding Organization | 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 |
Document Type | 期刊论文 |
Identifier | http://ir.las.ac.cn/handle/12502/7626 |
Collection | Journal of Data and Information Science_Chinese Journal of Library and Information Science-2014 |
Corresponding Author | Tingting Jiang(Email:tij@whu.edu.cn) |
Affiliation | School of Information Management, Wuhan University, Wuhan 430072, China |
Recommended Citation GB/T 7714 | JIANG Tingting,CHI Yu,JIA Wenrui,等. 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. |
APA | JIANG Tingting,CHI Yu,JIA Wenrui,&Tingting Jiang.(2014).Exploring users’ within-site navigation behavior: A case study based on clickstream data.Chinese Journal of Library and Information Science,7(4),63-76. |
MLA | JIANG Tingting,et al."Exploring users’ within-site navigation behavior: A case study based on clickstream data".Chinese Journal of Library and Information Science 7.4(2014):63-76. |
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63-Jiang Tingting.pd(5128KB) | 期刊论文 | 出版稿 | 开放获取 | CC BY-NC-ND | View Download |
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