網站縱剖面瀏覽行為之探索性研究

A Longitudinal Study of Web browsing behavior

黃莉雯(Li-Wen Huang)

指導教授 ： 江義平 ； 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2009年)

摘要

隨著網路使用量日漸成長，專注於對網路使用者的資訊行為的相關研究也越來越多，然而研究網路長期趨勢的文獻依舊甚少。因此本研究追蹤138位網路使用者之2008的全年瀏覽紀錄，進行縱剖面的網路行為研究，旨在探討(1) 描繪使用者的長期網路瀏覽趨勢；(2) 使用者在核心卅新進網站之比例變化與行為特性；(3) 比較使用者在核心及新進網站間之行為差異。結果發現使用者會長期且持續地造訪核心網站；並因為新產生的資訊需求，會廣泛的持續造訪新的網站，而核心網站和新進網站在瀏覽行為特性上有諸多的差異存在。

關鍵字

網路資訊行為 ； 資料探勘 ； 縱斷面研究

並列摘要

The With the boost of internet usage, more researches are trying to explore internet users’ information behavior; however, still very few studies could focus on long-term trend of web browsing behavior. Thus we executed a longitudinal study which tracked 138 users of their whole-year browsing record in 2008 to explore their web browsing behavior. The purposes of this study are to describe the trend of the user for long browsing online, and to analyze the composition and behavioral traits from users’ core websites and newly-entry websites, and to find out the differences of users’ browsing behavior between core websites and newly-entry websites .
The findings of our study indicated that people will visit core websites continually over the long period, and extensively visit new websites because of the demand for new information. Moreover, we found many differences in browsing behavior between visiting core websites and newly-entry websites.

並列關鍵字

Online Information Behavior ； Data mining ； Longitudinal study

參考文獻

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