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Return on web site visit duration: Applying web analytics data

Jiyao Xun, Journal of Direct, Data and Digital Marketing Practice Vol. 17, No. 1 ()
Much research on internet marketing and e-commerce shares a great interest in a key performance metric for e-tailer success online: the shopper’s time spent on the web site, commonly known as ‘web site visit duration’. Visit duration has been used as a useful proxy to measure web‘stickiness’ because it enhances visitor-to-buyer conversion rate and often leads to online loyalty. The motivation of this study is the recognition of web site visit duration as an important metric to e-commerce success, and also the relative paucity of research on theoretical frameworks that explain visit duration. (17 pages)

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