Research On Features Of Government Website Visitors Behavior And Application

Traditional researches on information behavior mainly focus on motivations, influencingfactors, and modeling of procedure and elements. In this field, due to constraints of research toolsand conditions, qualitative researches were prevail, while quantitative ones were deficient as theyonly examining limited or subjective behavioral attributes rather than measuring them objectivelyand effectively. With less sufficient data, most researches only studied coarse-grained behaviorand analyzed it qualitatively. To government website(GW) users, for example, their needs andbehavior are also not well learned and understood by stakeholders and researchers, and fewresearch about them can provide practical guidance for actual work.In last two years, I get to utilize web analytic tools to analyze GW user behavior in researchprojects of State Information Center. By applying adapted tool to hundreds of GWs and periodicaldata processing and analysis, I get lots of research data and material to support theme research ofthis study.By virtue of research review and actual practice, I formed research approach and framework:through collecting and analyzing clickstream in access process of GW users, this paper describedfeatures of Chinese GW user behavior by metrics of visit quality, access time, traffic source anduser needs; discovered how such characteristics change as the user gets familiar with the website;analyzed preferences and patterns of primary visiting ways: searching, browsing and interactingbased on mass quantitative data; summarized and examined some of factors that influence GWuser behavior; proposed a number of strategies to optimize GW in view of its extant problems andcharacteristics of its user behavior.Confined by sample and analysis cycle, conclusions of this study have yet to be furthervalidated and extended.