IDEAS home Printed from https://ideas.repec.org/a/bla/jinfst/v70y2019i8p805-816.html
   My bibliography  Save this article

Click behavior and link prioritization: Multiple demand theory application for web improvement

Author

Listed:
  • Lianlian Song
  • Geoffrey Tso
  • Yelin Fu

Abstract

A common problem encountered in Web improvement is how to arrange the homepage links of a Website. This study analyses Web information search behavior, and applies the multiple demand theory to propose two models to help a visitor allocate time for multiple links. The process of searching is viewed as a formal choice problem in which the visitor attempts to choose from multiple Web links to maximize the total utility. The proposed models are calibrated to clickstream data collected from an educational institute over a seven‐and‐a‐half month period. Based on the best fit model, a metric, utility loss, is constructed to measure the performance of each link and arrange them accordingly. Empirical results show that the proposed metric is highly efficient for prioritizing the links on a homepage and the methodology can also be used to study the feasibility of introducing a new function in a Website.

Suggested Citation

  • Lianlian Song & Geoffrey Tso & Yelin Fu, 2019. "Click behavior and link prioritization: Multiple demand theory application for web improvement," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 70(8), pages 805-816, August.
    • Handle: RePEc:bla:jinfst:v:70:y:2019:i:8:p:805-816
    DOI: 10.1002/asi.24166
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/asi.24166
    Download Restriction: no
    File URL: https://libkey.io/10.1002/asi.24166?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:jinfst:v:70:y:2019:i:8:p:805-816. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www.asis.org .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.