Prioritizing the Links on the Homepage: Evidence from a University Website

Lian-lian SONG; Geoffrey TSO

doi:10.12783/dtem/eced2017/9831

Prioritizing the Links on the Homepage: Evidence from a University Website

Lian-lian SONG
, Geoffrey TSO

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

Abstract

A common problem encountered in Web design is how to arrange the homepage links of a Website. Previous empirical studies have not complete systematic guidelines to resolve this problem. This paper uses a random-utility theory for studying visitors' choice behaviors to prioritize the links on a homepage. We propose a total of three multiple-choice demand models and apply them to clickstream data collected from an educational institute over a seven-and-a-half month period. The model with the best performance is selected as the tool for constructing a metric, utility loss. Empirical results show that the proposed metric is highly efficient for prioritizing the links on a homepage and the algorithms can also be used to study the feasibility of introducing a new function in a Website.

Original language	English
Title of host publication	2017 3rd International Conference on E-commerce and Contemporary Economic Development (ECED 2017)
Publisher	DEStech Publications, Inc.
Pages	64-68
ISBN (Electronic)	978-1-60595-446-2
DOIs	https://doi.org/10.12783/dtem/eced2017/9831
Publication status	Published - Apr 2017
Event	3rd International Conference on E-commerce and Contemporary Economic Development (ECED) - Xian, China Duration: 8 Apr 2017 → 9 Apr 2017

Conference

Conference	3rd International Conference on E-commerce and Contemporary Economic Development (ECED)
Place	China
City	Xian
Period	8/04/17 → 9/04/17

Bibliographical note

Full text of this publication does not contain sufficient affiliation information. With consent from the author(s) concerned, the Research Unit(s) information for this record is based on the existing academic department affiliation of the author(s).

Research Keywords

Homepage
Links
Random Utility Theory
Clickstream Data
PATTERNS

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10.12783/dtem/eced2017/9831

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@inproceedings{1f1e8cc6f98141149aa36d8a8ecb3953,

title = "Prioritizing the Links on the Homepage: Evidence from a University Website",

abstract = "A common problem encountered in Web design is how to arrange the homepage links of a Website. Previous empirical studies have not complete systematic guidelines to resolve this problem. This paper uses a random-utility theory for studying visitors' choice behaviors to prioritize the links on a homepage. We propose a total of three multiple-choice demand models and apply them to clickstream data collected from an educational institute over a seven-and-a-half month period. The model with the best performance is selected as the tool for constructing a metric, utility loss. Empirical results show that the proposed metric is highly efficient for prioritizing the links on a homepage and the algorithms can also be used to study the feasibility of introducing a new function in a Website.",

keywords = "Homepage, Links, Random Utility Theory, Clickstream Data, PATTERNS",

author = "Lian-lian SONG and Geoffrey TSO",

note = "Full text of this publication does not contain sufficient affiliation information. With consent from the author(s) concerned, the Research Unit(s) information for this record is based on the existing academic department affiliation of the author(s).; 3rd International Conference on E-commerce and Contemporary Economic Development (ECED) ; Conference date: 08-04-2017 Through 09-04-2017",

year = "2017",

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doi = "10.12783/dtem/eced2017/9831",

language = "English",

pages = "64--68",

booktitle = "2017 3rd International Conference on E-commerce and Contemporary Economic Development (ECED 2017)",

publisher = "DEStech Publications, Inc.",

}

SONG, L & TSO, G 2017, Prioritizing the Links on the Homepage: Evidence from a University Website. in 2017 3rd International Conference on E-commerce and Contemporary Economic Development (ECED 2017) . DEStech Publications, Inc., pp. 64-68, 3rd International Conference on E-commerce and Contemporary Economic Development (ECED), Xian, China, 8/04/17. https://doi.org/10.12783/dtem/eced2017/9831

Prioritizing the Links on the Homepage: Evidence from a University Website. / SONG, Lian-lian; TSO, Geoffrey.
2017 3rd International Conference on E-commerce and Contemporary Economic Development (ECED 2017) . DEStech Publications, Inc., 2017. p. 64-68.

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

TY - GEN

T1 - Prioritizing the Links on the Homepage

T2 - 3rd International Conference on E-commerce and Contemporary Economic Development (ECED)

AU - SONG, Lian-lian

AU - TSO, Geoffrey

N1 - Full text of this publication does not contain sufficient affiliation information. With consent from the author(s) concerned, the Research Unit(s) information for this record is based on the existing academic department affiliation of the author(s).

PY - 2017/4

Y1 - 2017/4

N2 - A common problem encountered in Web design is how to arrange the homepage links of a Website. Previous empirical studies have not complete systematic guidelines to resolve this problem. This paper uses a random-utility theory for studying visitors' choice behaviors to prioritize the links on a homepage. We propose a total of three multiple-choice demand models and apply them to clickstream data collected from an educational institute over a seven-and-a-half month period. The model with the best performance is selected as the tool for constructing a metric, utility loss. Empirical results show that the proposed metric is highly efficient for prioritizing the links on a homepage and the algorithms can also be used to study the feasibility of introducing a new function in a Website.

AB - A common problem encountered in Web design is how to arrange the homepage links of a Website. Previous empirical studies have not complete systematic guidelines to resolve this problem. This paper uses a random-utility theory for studying visitors' choice behaviors to prioritize the links on a homepage. We propose a total of three multiple-choice demand models and apply them to clickstream data collected from an educational institute over a seven-and-a-half month period. The model with the best performance is selected as the tool for constructing a metric, utility loss. Empirical results show that the proposed metric is highly efficient for prioritizing the links on a homepage and the algorithms can also be used to study the feasibility of introducing a new function in a Website.

KW - Homepage

KW - Links

KW - Random Utility Theory

KW - Clickstream Data

KW - PATTERNS

U2 - 10.12783/dtem/eced2017/9831

DO - 10.12783/dtem/eced2017/9831

M3 - RGC 32 - Refereed conference paper (with host publication)

SP - 64

EP - 68

BT - 2017 3rd International Conference on E-commerce and Contemporary Economic Development (ECED 2017)

PB - DEStech Publications, Inc.

Y2 - 8 April 2017 through 9 April 2017

ER -

Prioritizing the Links on the Homepage: Evidence from a University Website

Abstract

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Research Keywords

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