Premium
A clickstream data analysis of users' behavior on a government WeChat official account
Author(s) -
Jiang Tingting,
Lin Tianqianjin,
Shangguan Lina,
Wang Ying
Publication year - 2019
Publication title -
proceedings of the association for information science and technology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.193
H-Index - 14
ISSN - 2373-9231
DOI - 10.1002/pra2.130
Subject(s) - clickstream , government (linguistics) , database transaction , computer science , service (business) , internet privacy , world wide web , business , database , marketing , the internet , web server , linguistics , philosophy , web api
This study took a user‐oriented approach to investigating the effectiveness of a government WeChat official account in terms of service delivery. A transaction log file containing 42,188,760 clickstream records was obtained from an active account and analyzed at the footprint and movement levels. The current clickstream data analysis revealed the underutilization of the services provided by the account, the failure of the three navigational portals, and the poor completion rates of the tasks users performed on the account.