Associate Professor Huizingh
University of Groningen, The Netherlands
Title: Beyond Stickiness: Measuring and Evaluating Web
Many papers on clickstream data analysis considered the quality of site visits in terms of the number of requested pages and the time customers spend at the site (stickiness). More recent approaches focus on the behavior of customers in terms of the customer purchase process. In my presentation I will discuss the problems researchers have to overcome when using clickstream data and the design and results two e-commerce studies we did in Groningen. In the first study, we analyzed user behavior in terms of stickiness, and in the second study we related the clickstream data to the customer purchase process. The outcomes indicate that the latter approach will lead to more valuable outcomes.
Associate Professor Eelko Huizinghis a leading European expert
in the area of electronic business. He has a special expertise
in information systems and data analysis procedures applicable to
e-business. He has been responsible for several methodological
developments in computer based decision support systems such as the
Analytic Hierarchy process and aspects of his e-business work have
involved the determination of success factors inthe development and
delivery of services via the internet.