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

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publication2017 3rd International Conference on E-commerce and Contemporary Economic Development (ECED 2017)
PublisherDEStech Publications, Inc.
Pages64-68
ISBN (Electronic)978-1-60595-446-2
StatePublished - Apr 2017

Conference

Title3rd International Conference on E-commerce and Contemporary Economic Development (ECED)
PlaceChina
CityXian
Period8 - 9 April 2017

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.

Research Area(s)

  • Homepage, Links, Random Utility Theory, Clickstream Data, PATTERNS

Bibliographic 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).

Citation Format(s)

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: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review