사용자 誘引과 維持 관점에서 본 국내 웹사이트의 문제점 분석과 대응

• 영문명: Analysis of the business performance of the domestic web-sites in terms of user attraction and retention
• 발행기관: 인하대학교 산업경제연구소
• 저자명: 이상원(Lee Sang-won)
• 간행물 정보: 『경상논집』經商論集 第20輯 第2號, 1~26쪽, 전체 26쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2006.12.30

영문 초록

  This paper is intended to analyse the behavior of internet users of domestic web-sites using a click-stream panel data with 511 persons. Main focus of the analysis is the performance of the domestic web-sites in terms of the attraction and retention of the internet users, which provides useful implications to improve the domestic internet business.
  The scope of this paper includes two issues related to the user attraction and retention. First. the reach rate(or dominance} and stickiness of the top 50 domestic web-sites has been examined, where the reach rate is used as a proxy variable for the user attraction, and the stickiness is used as a proxy variable for the user retention. Second, the time profile of the revisiting rates among visitors to these web-sites has been investigated.
  This paper draws three main conclusions. First, the reach rate has a linear relationship with the stickiness, which implies these web-sites are not so successful in retaining the customers. Second, the successful web-sites with the high stickiness come, not from the individual efforts of differentiating business strategies or consistent investments, but merely from the characteristic of the business itself such as portal sites or credit card sites. Third, the revisiting rate has a rapidly decreasing time profile, which means most of the web-sites has failed in accumulating the loyal customers.
  Finally, this paper points out possible causes of these problems. First. most of the internet business companies has evaluated their business performance based on the number of the members to their sites or based on the number of the visitors, ignoring the importance of the user retention. Second, this kind of evaluation method leads to the marketing strategy focusing upon the new visitors rather than the revisitors. Third, the architecture of most web-sites has been oriented mainly toward the appearance of the sites ignoring the needs and convenience of the internet users.

목차

Ⅰ. 서론
Ⅱ. 사이트 방문율(dominance)과 고착도(stickiness)의 개념
Ⅲ. 상위 50위 웹사이트 방문율(reach rate)과 고착도(stickiness)의 측정 및 분석
Ⅳ. 사이트 재방문(revisit) 행태 분석
Ⅴ. 시사점 및 논의
참고문헌
ABSTRACT