Factors influencing website traffic in the paid content market

被引：80

作者：

Wolk, Agnieszka ^{[1
]}

Theysohn, Sven ^{[1
]}

机构：

[1] Goethe Univ Frankfurt, Dept Elect Commerce, Mertonstr 17-25, D-60054 Frankfurt, Germany

来源：

JOURNAL OF MARKETING MANAGEMENT | 2007年 / 23卷 / 7-8期

关键词：

Paid content; Internet traffic; Partial least squares; Electronic commerce;

D O I：

10.1362/026725707X230036

中图分类号：

F [经济];

学科分类号：

02 [经济学];

摘要：

In the competing online environment, paid content providers face the important problem of attracting people to their websites. In our study we use PLS to analyse the effect of 16 factors on two traffic measures: (1) number of visitors and (2) number of page views per visitor. The results show that the number of visitors is directly and positively influenced by the quality of the offering, interactivity, accessibility, and relevance while the number of page views is positively influenced by credibility, interactivity, personalisation, and navigation. Additionally, credibility, branding, and visibility have been found to influence traffic indirectly. Accessibility of the website, although important in attracting new visitors, is not enough to achieve success as it reduces the number of page views per visitor.

引用

页码：769 / 796

页数：28

共 71 条

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