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Understanding User Visiting Behavior and Web Design: Applying Simultaneous Choice Model to Content Arrangement

In: Smart Organizations and Smart Artifacts

Author

Listed:
  • Lianlian Song

    (USTC-CityU Joint Advanced Research Center)

  • Geoffrey Tso

    (City University of Hong Kong)

  • Zhiyong Liu

    (USTC-CityU Joint Advanced Research Center)

  • Qian Chen

    (USTC-CityU Joint Advanced Research Center)

Abstract

A common problem encountered in web design is how to arrange content on the homepage of a website. This paper uses a random-utility theory in studying visitors’ choice behaviors to optimize web design. Classical discrete choice models are not suitable. A total of six multiple-choice demand models are proposed in this paper. These models are applied to web log file data collected from an educational institute over a seven and a half month period, and the parameters are estimated consistently across all models. The best model based on the forecasting accuracy rate is selected as the tool for resolving the problem of web design. Two metrics, utility loss and compensating time, are constructed using the selected utility model to facilitate web design. Empirical results show that the proposed metrics are highly efficient to develop web design to resolve the problem of how to allocate the information resources of a website, and the algorithms can also be utilized to assist the study of the feasibility of introducing a new function in a website.

Suggested Citation

  • Lianlian Song & Geoffrey Tso & Zhiyong Liu & Qian Chen, 2014. "Understanding User Visiting Behavior and Web Design: Applying Simultaneous Choice Model to Content Arrangement," Lecture Notes in Information Systems and Organization, in: Leonardo Caporarello & Beniamino Di Martino & Marcello Martinez (ed.), Smart Organizations and Smart Artifacts, edition 127, pages 207-217, Springer.
    • Handle: RePEc:spr:lnichp:978-3-319-07040-7_20
    DOI: 10.1007/978-3-319-07040-7_20
    as

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