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dc.contributor.authorDanaher, PJ
dc.contributor.authorMullarkey, GW
dc.contributor.authorEssegaier, S
dc.date.available2014-05-21T21:03:12Z
dc.date.issued2006-05-01
dc.identifierhttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000237370100005&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=d4d813f4571fa7d6246bdc0dfeca3a1c
dc.identifier.citationDanaher, P. J., Mullarkey, G. W. & Essegaier, S. (2006). Factors affecting Web site visit duration: A cross-domain analysis. JOURNAL OF MARKETING RESEARCH, 43 (2), pp.182-194. https://doi.org/10.1509/jmkr.43.2.182.
dc.identifier.issn0022-2437
dc.identifier.urihttp://hdl.handle.net/11343/28015
dc.descriptionC1 - Refereed Journal Article
dc.description.abstractIn this study, the authors examine factors that affect Web site visit duration, including user demographics, text and graphics content, type of site, presence of functionality features, advertising content, and the number of previous visits. The authors use a random effects model to determine the impact of these factors on site duration and the number of pages viewed. The proposed method accounts for three distinct sources of heterogeneity that arise from differences among people, Web sites, and visit occasions to the same Web site by the same person. The model is fit using one month of user-centric panel data, and it encompasses the 50 most popular sites in a market. The results show that, in general, older people and women visit Web sites for a longer period. Some surprising results are revealed in an examination of interactions between these demographic and site characteristic variables. For example, sites with higher levels of advertising usually result in lower visit duration, but this is not the case for older people. The model also yields insights into the relative importance of different sources of heterogeneity in visit duration; heterogeneity in visit occasions dominates over individual-level and Web site-specific heterogeneity.
dc.languageEnglish
dc.publisherSAGE PUBLICATIONS INC
dc.subjectMarketing
dc.titleFactors affecting Web site visit duration: A cross-domain analysis
dc.typeJournal Article
dc.identifier.doi10.1509/jmkr.43.2.182
melbourne.peerreviewPeer Reviewed
melbourne.affiliationThe University of Melbourne
melbourne.affiliation.departmentMelbourne Business School
melbourne.source.titleJournal of Marketing Research
melbourne.source.volume43
melbourne.source.issue2
melbourne.source.pages182-194
melbourne.publicationid81618
melbourne.elementsid291176
melbourne.contributor.authorDANAHER, PETER
melbourne.internal.ingestnoteAbstract bulk upload (2017-07-20)
dc.identifier.eissn1547-7193
melbourne.accessrightsThis item is currently not available from this repository


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