Abstract
This paper presents a simple and novel method to investigate an important indicator of a website's appeal as well as the relationship between a firm and its online consumers — namely, bookmarking behavior. Analyzing data from two inter-related hospitality industry websites and a genealogy site demonstrated the applicability, validity and future research directions for this eLoyalty metric. Similar to past studies of interest in a site, bookmarking a site becomes increasingly likely as a visitor views more pages on the site. Bookmarking was more likely during non-work hours, suggesting non-work related browsing on these sites. Finally, those visitors using the latest browser version were slightly more likely to engage in bookmarking.
Original language | English |
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Pages (from-to) | online - approx 5-20pp |
Journal | Journal of Computer-Mediated Communication |
Volume | 10 |
Issue number | 1 |
Publication status | Published - 2004 |