A CROSS-CATEGORY ANALYSIS OF THE NETWORK EFFECTS ON WEBSITE USAGE

Authors

  • Yi-Hsuan Chiang Shih Hsin University
  • Wen-jhan Jane Shih Hsin University

DOI:

https://doi.org/10.7903/ijecs.1338

Keywords:

Website Usage, Pageview, Browsing Behavior

Abstract

This article addresses the issue of network effects derived from network externalities for website usage. A sample of 72,057 browsing behaviors was collected and examined by using Poisson models. Results show that total hourly pageviews of a website are positively related to an individual’s hourly pageviews. Gender, age, income, and education are significant factors (e.g., males view more pages on the news, auction, searching and blog websites, and females view more pages on social networking, shopping, and video-sharing websites). (article published online: September 10, 2015)

To cite this document: Yi-hsuan Chiang and Wen-jhan Jane, "A cross-category analysis of the network effects on website usage", International Journal of Electronic Commerce Studies, Vol.6, No.2, pp.331-342, 2015.

Permanent link to this document:
http://dx.doi.org/10.7903/ijecs.1338

Author Biography

Yi-Hsuan Chiang, Shih Hsin University

Yi-hsuan Chiang is currently assistant professor for Radio-TV-Film, Shih Hsin University, Taiwan. She received her MS in television planning and programming from Brooklyn College of the City University of New York. She then moved back to Taiwan to work as an instructor at Shih Hsin University and pursued her Ph.D. at College of Technology of National Taiwan Normal University. Her current research interests are in the areas of new media user behavior, mobile communication and digital marketing. Dr. Chiang also served as a consultant for InsightXplorer and BeamMedia in which she helps develop new media research designs and create infographics and visual presentation of results.

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Published

2015-09-10

Issue

Vol. 6 No. 2 (2015)

Section

Regular Articles