A Methodology and Investigation of an eLoyalty Metric, Consumer Bookmarking Behavior

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.