A Cross-Category Analysis of the Network Effects on Website Usage

10.7903/ijecs.1338

Yi-hsuan Chiang；Wen-jhan Jane

Website Usage ； Pageview ； Browsing Behavior

International Journal of Electronic Commerce Studies

6卷2期（2015 / 12 / 01）

331 - 341

英文

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).

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