Stochastic modeling of usage patterns in a web‐based information system

Users move from one state (or task) to another in an information system's labyrinth as they try to accomplish their work, and the amount of time they spend in each state varies. This article uses continuous‐time stochastic models, mainly based on semi‐Markov chains, to derive user state transition patterns (both in rates and in probabilities) in a Web‐based information system. The methodology was demonstrated with 126,925 search sessions drawn from the transaction logs of the University of California's MELVYL® library catalog system (www.melvyl.ucop.edu). First, user sessions were categorized into six groups based on their similar use of the system. Second, by using a three‐layer hierarchical taxonomy of the system Web pages, user sessions in each usage group were transformed into a sequence of states. All the usage groups but one have third‐order sequential dependency in state transitions. The sole exception has fourth‐order sequential dependency. The transition rates as well as transition probabilities of the semi‐Markov model provide a background for interpreting user behavior probabilistically, at various levels of detail. Finally, the differences in derived usage patterns between usage groups were tested statistically. The test results showed that different groups have distinct patterns of system use. Knowledge of the extent of sequential dependency is beneficial because it allows one to predict a user's next move in a search space based on the past moves that have been made. It can also be used to help customize the design of the user interface to the system to facilitate interaction. The group CL6 labeled “knowledgeable and sophisticated usage” and the group CL7 labeled “unsophisticated usage” both had third‐order sequential dependency and had the same most‐frequently occurring search pattern: screen display, record display, screen display, and record display. The group CL8 called “highly interactive use with good search results” had fourth‐order sequential dependency, and its most frequently occurring pattern was the same as CL6 and CL7 with one more screen display action added. The group CL13, called “known‐item searching” had third‐order sequential dependency, and its most frequently occurring pattern was index access, search with retrievals, screen display, and record display. Group CL14 called “help intensive searching,” and CL18 called “relatively unsuccessful” both had third‐order sequential dependency, and for both groups the most frequently occurring pattern was index access, search without retrievals, index access, and again, search without retrievals.