Information Seeking Behaviour and Usage on a Multi-media Platform ...

6 downloads 122405 Views 736KB Size Report
Sep 30, 2014 - use: (1) stickiness and site loyalty; (2) social media referrals; (3) that .... isations, are relying increasingly heavily on GA for all their usage and ...
Information Seeking Behaviour and Usage on a Multi-media Platform: Case Study Europeana David Nicholas and David Clark

Abstract 7KH DUWLFOH H[DPLQHV WKH XVDJH RI WKH (XURSHDQDHX ZHEVLWH D PXOWL OLQJXDO RQOLQH FROOHFWLRQ RI PLOOLRQV RI GLJLWL]HG LWHPV IURP (XURSHDQ PXVHXPV OLEUDULHVDUFKLYHVDQGPXOWLPHGLDFROOHFWLRQV,WFRQFHQWUDWHVRQWKUHHDVSHFWVRI XVH   VWLFNLQHVV DQG VLWH OR\DOW\   VRFLDO PHGLD UHIHUUDOV   WKDW DVVRFLDWHG ZLWKYLUWXDOH[KLELWLRQV7KUHHPHWKRGVIRUREWDLQLQJWKHGDWDDUHH[DPLQHG*RRJOH DQDO\WLFV&OLFN6WUHDPORJVDQGKWWSVHUYHUORJV7KHDQDO\VHVSURGXFHGE\*RRJOH $QDO\WLFVDUHKLJKOLJKWHGLQWKHDUWLFOH Keywords Information seeking · *RRJOH DQDO\WLFV · /RJ DQDO\VLV · 0XOWLPHGLD ZHEVLWH · Europeana

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± DQGSUHYLRXVWRWKDWZDV+HDGRIWKH 'HSDUWPHQWRI,QIRUPDWLRQ6FLHQFHDW&LW\8QLYHUVLW\IRUDVLPLODUSHULRGRIWLPH(PDLO'DYH 1LFKRODV#FLEHUUHVHDUFKHX 'DYLG &ODUN KDV IRUW\ \HDUV H[SHULHQFH RI GDWD SURFHVVLQJ DQG LQIRUPDWLRQ PDQDJHPHQW LQ SXEOLVKLQJ DQG UHODWHG LQGXVWULHV +H UHWXUQHG WR IXOOWLPH HGXFDWLRQ LQ  WR WDNH D PDVWHUV GHJUHH LQ NQRZOHGJH HQJLQHHULQJ +H KDV D 3K' LQ &RPSXWHU 6FLHQFH IURP WKH 8QLYHUVLW\ RI :DUZLFNZKHUHKHWDXJKWDQGUHVHDUFKHGIURP±+HWKHQPRYHGWR8QLYHUVLW\&ROOHJH /RQGRQOHDYLQJLQWRIRUP&,%(55HVHDUFK/WG+HLVD'LUHFWRURIWKH&,%(55HVHDUFK Ltd.

'1LFKRODV ) &ROOHJHRI&RPPXQLFDWLRQDQG,QIRUPDWLRQ6WXGLHV8QLYHUVLW\RI7HQQHVVHH.QR[YLOOH86$ HPDLO'DYH1LFKRODV#FLEHUUHVHDUFKHX '&ODUNÂ'1LFKRODV &,%(55HVHDUFK/WG1HZEXU\8. HPDLO'DYLG&ODUN#FLEHUUHVHDUFKHX &&KHQ5/DUVHQ HGV Library and Information Sciences, '2,B‹7KH$XWKRU V 

57

58

'1LFKRODVDQG'&ODUN

Background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¶LQIRUPDWLRQVHHNLQJEHKDYLRXULVREWDLQHG7KLVWHFKQLFDOUHVWULFWLRQPDNHVLWGLIILFXOWWRXVHWKHGHPRJUDSKLFGDWDRIXVHUVIRUILQGLQJRXWDERXW GLIIHUHQFHV LQ LQIRUPDWLRQ VHHNLQJ DFWLYLWLHV RI XVHUV LQ UHJDUG WR GLIIHUHQW WDVNV VWDWXVHVJHQGHUVDQGVRRQ,QWKLVSDSHU*RRJOHDQDO\WLFVGDWDZLOOEHLQYHVWLJDWHG WRH[SORUHQHZZD\VRIHYDOXDWLQJEHKDYLRURQWKHZHE (XURSHDQDODXQFKHGLQDVDSURWRW\SHDQGRSHUDWLQJDVDIXOOVHUYLFHVLQFH LVDJDWHZD\SRUWDORUVHDUFKHQJLQHWRWKHGLJLWDOUHVRXUFHVRI(XURSH¶VPXVHXPVDUWJDOOHULHVOLEUDULHVDUFKLYHVDQGDXGLRYLVXDOFROOHFWLRQV )LJ (XURSHDQDLVUHJDUGHGDVWUXVWHG FXUDWHG VRXUFHFRQQHFWLQJXVHUVGLUHFWO\WRDXWKHQWLF DQGFXUDWHGPDWHULDO,WSURYLGHVPXOWLOLQJXDODFFHVVWRPLOOLRQ(XURSHDQFXOWXUDO REMHFWVLQLQVWLWXWLRQVIURPFRXQWULHV%RRNVDQGPDQXVFULSWVSKRWRVDQG SDLQWLQJVWHOHYLVLRQDQGILOPVFXOSWXUHDQGFUDIWVGLDULHVDQGPDSVVKHHWPXVLF DQGUHFRUGLQJVWKH\¶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acebook. ,WLVDVLWHWKDWFXUUHQWO\DWWUDFWVDURXQGILYHPLOOLRQYLVLWRUVDQGLVXVHGKHDYLO\E\KXPDQLWLHVVFKRODUVKHULWDJHSURIHVVLRQDOVDQGHYHQWRXULVWV&,%(5KDYH EHHQDQDO\VLQJXVDJHRI(XURSHDQDVLQFHDQGKDYHQRZDPDVVHGDWKUHH\HDU ORQJVHULHVRIGDWDWRHYDOXDWH(XURSHDQD¶VJURZWKFKDQJHVDQGLQQRYDWLRQV$VD FRQVHTXHQFHZHKDYHDVVHPEOHGDODUJHHYLGHQFHEDVHVKRZLQJKRZDZKROHUDQJH RISHRSOHXVHFXOWXUDOFROOHFWLRQVDQGDUWHIDFWVLQDYLUWXDOHQYLURQPHQW7KXVZH XVHORJJLQJDVWKHEDVLVRILQVLJKWDQGSUHGLFWLRQDERXWWKHSXUSRVHDQGPRWLYHRI WKHPLOOLRQVZKRXVH(XURSHDQD 1

KWWSZZZHXURSHDQDHX

Information Seeking Behaviour and Usage on a Multi-media Platform

59

Fig. 1 Europeana home page

Aims and Objectives 7KHVWXG\UHSRUWHGKHUHIHDWXUHVRXUODWHVWUHVHDUFKZKLFKIRFXVHVRQWKUHHW\SHV RIGLJLWDOEHKDYLRUSUHYDLOLQJLQ(XURSHDQDZKLFKZHUHJDUGWREHSDUWLFXODUO\VLJQLILFDQWDQGVWUDWHJLFIRUPVRIGLJLWDOEHKDYLRXUQRWRQO\IRU(XURSHDQDEXWIRUDOO LQIRUPDWLRQSURYLGHUVRQWKH:HE7KHVHDUH 1. Stickiness and user loyalty. Stickiness is anything about a Web site that encourDJHVDYLVLWRUWRVWD\ORQJHU HQJDJHPHQW DQGYLVLWPRUHRIWHQ UHWXUQHHV $OO LQIRUPDWLRQSURYLGHUVDUHLQWHUHVWHGLQZKDWFRQVWLWXWHVVWLFNLQHVVDQGKRZWKH\ can make their sites stickier. 2. Social media referral.9ROXPH DQG FKDUDFWHULVWLFV RI WKH WUDIILF FRPLQJ IURP )DFHERRNWZLWWHUDQGWKHOLNHZKLFKFRXOGSRWHQWLDOO\GULYHDORWRIWUDIILFWR Europeana and encourage much re-use of Europeana content.

60

'1LFKRODVDQG'&ODUN

3. Virtual exhibition usage9LUWXDOH[KLELWLRQVDUHDUHFHQWLQQRYDWLRQLQZKLFK (XURSHDQD VHWV PXFK VWRUH &OHDUO\ WKHVH H[KLELWLRQV SURYLGH D ORW RI DGGHG YDOXHIRUDVLWHZKLFKHVVHQWLDOO\IXQFWLRQVDVDVHDUFKHQJLQH([KLELWLRQVFRXOG FDSWXUH WKH LQWHUHVW RI WKH GLJLWDO LQIRUPDWLRQ FRQVXPHU DQG DUPFKDLU WRXULVW 7KH\FRXOGµVSHDN¶WRDORWRISHRSOH $SULPHREMHFWLYHRIWKHVWXG\LVWRVHHZKDW*RRJOH$QDO\WLFVFRXOGSURYLGHLQ UHJDUGWRUREXVWDQGSUHFLVHXVDJHGDWDDQGKRZLWFRPSDUHGZLWKRXUWUDGLWLRQDO XVDJHVRXUFHV²KWWSVHUYHUORJVDQG&OLFN6WUHDPORJV :KLOH WH[WXDO ZHEVLWHV OLNH WKRVH RI VFKRODUO\ SXEOLVKHUV DQG OLEUDULHV KDYH EHHQ ZHOO UHVHDUFKHG IURP D GLJLWDO XVDJH SRLQW RI YLHZ -XOLHQ DQG :LOOLDPVRQ  YHU\IHZVWXGLHVRIPXOWLPHGLDSODWIRUPVKDYHEHHQXQGHUWDNHQDQGVRLQ WKHZD\WKHSDSHULVTXLWHXQLTXH

Methodology )RU&,%(5¶VHDUOLHU(XURSHDQDZRUNZHUHOLHGXSRQVHUYHUKWWSUHTXHVWORJVXVLQJ &,%(5¶VRZQµGHHSORJ¶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¶VFRQWHQWPDQDJHPHQWV\VWHP &06 E\FDXVLQJWKH EURZVHUWRVHQGDQDFNQRZOHGJHPHQWZKHQFRQWHQWLVUHFHLYHG7KHILUVWRIWKHVH PRQLWRULQJLQFRPLQJWUDIILFKDVEHHQXVHGVLQFHWKHZHE¶VLQFHSWLRQ,WUHOLHVRQ KWWSVHUYHUUHTXHVWORJILOHVRULJLQDOO\LQWHQGHGIRUVHUYHUPDQDJHPHQWDQGVRIWZDUH PDLQWHQDQFH1RWEHLQJLQWHQGHGIRUPDUNHWUHVHDUFKSXUSRVHVPHDQVWKHUHFRUG LVQRWDOZD\VLQWKHPRVWFRQYHQLHQWIRUP2QWKHRWKHUKDQGLWPD\KROGLQIRUPD-

Information Seeking Behaviour and Usage on a Multi-media Platform

61

Fig. 2 7DNLQJWKHSXOVHRIDZHEVLWHXVLQJORJV

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µUHYHUVHHQJLQHHULQJ¶WKHSURJUDPPLQJRIWKH&06,QVXFKFDVHVORJJLQJ IURPZLWKLQWKH&06EHFRPHVDWWUDFWLYH)RUVRPHSXUSRVHVWKLVLVREYLRXVDQG LQKHUHQWWRWKHDSSOLFDWLRQDUHDDQRQOLQHVKRSIRUH[DPSOHZLOODOPRVWFHUWDLQO\EH OLQNHGWRVWRFNFRQWURODQGDFFRXQWLQJUHFRUGV7KHVHFDQEHFRQVLGHUHGVSHFLDOLVHG YDULHWLHVRIµORJILOH¶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µUHYHUVH HQJLQHHULQJ¶SUREOHPEXWWKHWDVNRIGHFLGLQJZKDWWRWUDFNDQGRIGHSOR\LQJWKH QHFHVVDU\ZHEWUDFNHUµHYHQWV¶WREHVWHIIHFWUHPDLQV,WDOVRQHHGVWREHQRWHGWKDW

62

'1LFKRODVDQG'&ODUN

WKLVDSSURDFKGHSHQGVRQWKHHQGXVHUDFFHSWLQJDQGQRWGHOHWLQJWKHWUDFNLQJFRRNLHVDQGVFULSWV2XUUHVHDUFKVXJJHVWVWKDWIRUWKLVUHDVRQVLJQLILFDQWWUDIILFSHUKDSV ±PD\EHXQWUDFNHGE\VXFKEURZVHUEDVHGPHWKRGV7KLVFRXOGPDNHDELJ LPSDFWRQVRPHDQDO\VHVHVSHFLDOO\WKRVHUHJDUGLQJUHODWLYHO\ORZO\XVHGDFWLYLWLHV and behaviours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±RIYLVLWVKDYHD*RRJOHFRRNLH VHWZKHQUHTXHVWLQJWKHODQGLQJSDJHWKLVLPSOLHVDSUHYLRXVYLVLWWR(XURSHDQDDQG UHWDLQHG FRRNLHV )RU YLVLWV FRPSULVLQJ PRUH WKDQ D VLQJOH SDJH WKH *$ FRRNLHV DUHSUHVHQWLQ±RISDJHYLHZVWKXVZHWKLQNLWLVKLJKO\SUREDEOHWKDWWKH UHPDLQLQJ± SRVVLEO\RQHLQVL[YLVLWV KDYHEORFNHGFRRNLHVDQGSRVVLEO\ -DYD6FULSWDQGZRXOGQRWWKHUHIRUHEHWUDFNHGE\*RRJOH$QDO\WLFV 8QIRUWXQDWHO\ WKLV HVWLPDWH RI ± XQWUDFNHG YLVLWV E\ *RRJOH$QDO\WLFV GRHVQRWDFFRXQWIRUWKHPDVVLYHJDSEHWZHHQWKHSDJHYLHZVUHSRUWHGE\*$DQG WKRVHIURPWKH(XURSHDQDORJVZKLFKLVLQWKHSHULRG-XQH'HFHPEHU ,QRQO\RQHPRQWK 6HSWHPEHU LVWKHGLIIHUHQFH  ORZHQRXJKWREHSODXVLEO\ DWWULEXWDEOHWRXVHUEORFNLQJRI*$)RU-XQHWKHILJXUHLVVRPHIXUWKHUH[SODQDWLRQLVUHTXLUHG ,QWKHSHULRG-DQXDU\±0D\DPXFKJUHDWHUPLVPDWFKRISDJHYLHZFRXQWV EHWZHHQ*RRJOH$QDO\WLFVDQGWKHKWWSDFFHVVORJZDVREVHUYHGWKHXQFRUUHFWHG ILJXUHH[FHHGLQJ,QWKDWFDVHZHLQWURGXFHGWKHFRQFHSWRIDQRXWOLHUDVHULHV RISDJHUHTXHVWVIURPDVLQJOH,3DGGUHVVRIWHQRYHUPDQ\GD\VIDUWRRQXPHURXVWR EHWKHHIIRUWVRIDVLQJOHXVHU7KXVWKHµYLVLWRU¶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

Information Seeking Behaviour and Usage on a Multi-media Platform

63

Fig. 3 9LVLWV$XJXVW±-DQXDU\FRPSDUHGWRWKHVDPHWLPHWKHSUHYLRXV\HDU 6RXUFH*$

,QVXP*RRJOH$QDO\WLFV¶UHOLDQFHRQFRRNLHVDQGVFULSWLQJLVHIIHFWLYHLQVXSSUHVVLQJWKHHIIHFWRIFORDNHGURERWVDQGRWKHUDXWRPDWHGDJHQWVWKDWZRXOGGLVWRUW WKHSURILOHRIDQRUPDOVHQWLHQWXVHUEXWWKHVDPHIHDWXUHZLOODOVRPLVVJHQXLQH XVHUVZKRKDYHEORFNHGFRRNLHVDQG-DYD6FULSW

Results Stickiness and Loyalty 6WLFNLQHVVKDVWUDGLWLRQDOO\EHHQYLHZHGDVDPHDVXUHRIHQJDJHPHQWVXFFHVVVDWLVIDFWLRQDQGOR\DOW\,IVRPHRQHVSHQGVDORQJWLPHRQDYLVLWRUUHSHDWHGO\YLVLWV WKHQWKHVLWHPLJKWEHUHJDUGHGDVµVWLFN\¶DQGWKDWFRXOGEHFRQVLGHUHGDJRRGWKLQJ 7KLVLVHVSHFLDOO\WKHFDVHZKHUHWKHVLWHLVQRWHQJDJHGLQGLUHFWVHOOLQJLIWKHYDOXH RIWKHVLWHFDQQRWEHPHDVXUHGE\WKHUHYHQXHLWJHQHUDWHVWKHQSHUKDSVWKHYDOXH PD\EHPHDVXUHGE\WKHXVHUVLWGHWDLQVDQGUHWDLQV,QWKHFRQWH[WRI(XURSHDQD KRZHYHUZHQHHGWRWUHDGPRUHFDUHIXOO\DVLWLVPRUHRIDJDWHZD\SRUWDORUVHDUFK HQJLQHWKDQDGHVWLQDWLRQVLWHDQGLWFRXOGEHDUJXHGWKDW(XURSHDQD¶VPDLQWDVNLV WRSDVVRQYLVLWRUVWRWKHRULJLQDOYHUVLRQRIWKHGLJLWDOREMHFWDWDSURYLGHUVLWHDWD KHDOWK\UDWHRINQRWV )LUVWOHWXVSURYLGHWKHQHFHVVDU\JHQHUDOXVDJHGDWDDVDFRQWH[WWRWKHVWLFNLQHVVLQYHVWLJDWLRQ+RZLVRYHUDOOXVDJHJRLQJRYHUWLPHDQGZKDWSDWWHUQVFDQZH VHH"&RPSDULQJWKHPRUHUHJXODUDQGVHWWOHGSHULRGVDXWXPQ $XJ±-DQ ZLWK DXWXPQ $XJ±-DQ  )LJ DFOHDUSLFWXUHHPHUJHVZLWKYLVLWRUQXPEHUVJURZLQJKHDOWKLO\E\7KHQXPEHUVKDYHEHHQJURZLQJVWHDGLO\VLQFH-XO\ EXWWKHJDLQRYHUZDVPRVWPDUNHGLQ1RYHPEHU7KHSHDNRIDFWLYLW\RQ ZHHNGD\VFRPSDUHGWRZHHNHQGVLVJUHDWHUDQGWKHUHLVDPRUHSURQRXQFHGIDOORII LQDFWLYLW\WRZDUGWKH\HDUHQG7KHUDWHRIJURZWKKDVLQFUHDVHGFRPSDUHGWRD\HDU EHIRUHVRLWDSSHDUVWREHDFFHOHUDWLQJ )LJXUH  FKDUWV WKH GDLO\ YLVLWRU FRXQW ± 1RWH WKH VHDVRQDO SDWWHUQ ZKLFK IROORZV WKH UK\WKPV RI WKH VFKRRO DQG DFDGHPLF FDOHQGDU WKH GURS HDFK ZHHNHQGDQGKROLGD\DQG²GHVSLWHSHUWXUEDWLRQ²WKHVWHDG\VSLUDORIJURZWK

64

'1LFKRODVDQG'&ODUN

Fig. 4 (XURSHDQDGDLO\YLVLWV±

Returning Visitors 6WLFNLQHVVKDVPRVWRIWHQEHHQDVVRFLDWHGZLWKVLWHOR\DOW\DQGWKHSURSHQVLW\RI SHRSOHWRUHYLVLW5HWXUQHHVXQOLNHGZHOOWLPHDUHGHILQLWHO\DTXDOLW\PHWULF:H KDYHQRWEHHQDEOHWRXQGHUWDNHWKLVDQDO\VLVEHIRUHRQ(XURSHDQDEHFDXVHRIDQ DEVHQFHRIFRRNLHVLQWKHUDZORJV WKHVXUHVWPHWKRGIRULGHQWLI\LQJUHYLVLWV 7KHVH FRRNLHVDUHDYDLODEOHLQWKHµ&OLFN6WUHDP¶VHULHVEXWRQO\IURP-XQHVRZH DUHUHDOO\OLPLWHGWR*$GDWD$VPHQWLRQHGHDUOLHUFRRNLHEDVHGYLVLWRULGHQWLILFDWLRQLVQRWUHOLDEOHFRRNLHVPD\EHGHOHWHGWKHVDPHSHUVRQPD\DFFHVVWKH VLWHIURPPRUHWKDQRQHEURZVHU,WLVWKHUHIRUHSUREDEOHWKDWWKHUHLVDV\VWHPLF RYHUVWDWHPHQWRIµ1HZ¶DQGµ8QLTXH9LVLWRUV¶DQGDFRUUHVSRQGLQJXQGHUUHFRUGLQJRIUHWXUQLQJYLVLWV%XWZHGRQRWNQRZWKHH[WHQWRIWKLVDQGJLYHQWKHUHODWLYH LPSRUWDQFHRIWKLVPHWULFIDUPRUHPHDQLQJIXOWKDQD)DFHERRNµOLNH¶IRULQVWDQFH (XURSHDQDKRSHVWRGRPRUHUHVHDUFKWRHVWDEOLVKLWVUHDOVLJQLILFDQFHE\WULDQJXODWLQJWKHGDWDZLWKGHPRJUDSKLFVXUYH\RUTXDOLWDWLYHGDWD 2QO\RQHLQIRXUYLVLWRUVUHWXUQWR(XURSHDQDDVFRPSDUHGWRWZRRXWRIILYH IRUDW\SLFDOSXEOLVKHUZHEVLWH7KLVVD\VVRPHWKLQJDERXWGHSHQGHQF\:LWKLQWKDW UHWXUQRQO\RQFHPDNHWKUHHYLVLWVIRXU1LQHSHUFHQWRIYLVL-

Information Seeking Behaviour and Usage on a Multi-media Platform

65

Fig. 5 (XURSHDQDUHWXUQYLVLWV 6RXUFH*$

WRUVUHWXUQHGILYHWLPHVRUPRUH*$PD\XQGHUVWDWHWKHUHWXUQUDWHDOLWWOHEXWWKH GLVWULEXWLRQIROORZVLVDW\SLFDOµSRZHUODZ¶ )LJ 7KLVVXJJHVWVWKDW(XURSHDQD¶V FRUHDXGLHQFHGHILQHGDVWKRVHSHRSOHYLVLWLQJILYHWLPHVRIPRUHLVDERXWRQH WHQWKWKHVL]HRILWVYLVLWRUQXPEHUV²DERXW :KHQ ORRNLQJ DW UHWXUQLQJ YLVLWRUV LW LV ZHOO WR UHPHPEHU WKDWPRVW YLVLWV DUH YHU\IOHHWLQJHYHQZKHQERXQFHUV RQHYLVLWRQYLHZ DUHLJQRUHGPDQ\UHWXUQLQJ visits are measured in seconds rather than days. So strong is this phenomenon that LWLVGLIILFXOWWRFRQYH\RQDVLQJOHFKDUW7KHIROORZLQJWKUHHFKDUWV )LJV±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

66

'1LFKRODVDQG'&ODUN

Fig. 6 (XURSHDQDPRQWKVEHWZHHQYLVLWV 6RXUFH*$

GDLO\URXWLQHSHUVLVWVWKURXJKDZKROHPRQWK,WLVDOVRSRVVLEOHWRVHHWUDFHVRID ZHHNO\F\FOHWKHGDLO\SHDNLVDOLWWOHKLJKHUDWDQGGD\V 2QHH[SODQDWLRQIRUWKLVSKHQRPHQRQLVWKDWDVLJQLILFDQWSDUWRI(XURSHDQDXVH WDNHVSODFHZLWKLQLQVWLWXWLRQVXVLQJEURZVHUVVHWXSLQNLRVNPRGH+RZHYHUHYHQ ZKHQWKHGDWDLVUHSURFHVVHGZLWKDILOWHUWRUHPRYHWKHPRVWREYLRXVKHDY\LQVWLWXWLRQVUHIHUUDOVWKHGDLO\SDWWHUQSHUVLVWV

Engagement :HFDQFDOFXODWHOHYHOVRIHQJDJHPHQWE\FRQVLGHULQJERWK D GXUDWLRQRIDYLVLW E QXPEHUVSDJHVYLHZHGGXULQJDYLVLW7KHPRVWUHFHQWGDWDVKRZVWKDWRI YLVLWVDUHYHU\VKRUW V DQGOHVVWKDQDUHUHFRUGHGE\*$DVH[FHHGLQJ PLQ WKHQRUPDOFRRNLHWLPHRXWIRUDYLVLW 0RVWYLVLWVDUHRYHULQWKHEOLQNRI DQH\H7KLVLVSUREDEO\ZKDWZHZRXOGH[SHFWRIDGLVFRYHU\VLWHUDWKHUWKDQDGHVWLQDWLRQVLWHZKHUHWKHWLPHVDUHPXFKKLJKHU,QWHUPVRISDJHYLHZVORRNHG DW MXVW RQH SDJH OHVV WKDQ  YLHZ PRUH WKDQ  SDJHV 2I FRXUVH WKLV FRPHV ZLWKVKRUWYLVLWV7KHVLWH¶VFKDUDFWHULVRIFRXUVHFKDQJLQJZLWKWKHLQWURGXFWLRQRI YLUWXDOH[KLELWLRQVDQGZKHQZHFRPHWRWKHYLUWXDOH[KLELWLRQVHFWLRQZHFDQVHH SHRSOHGZHOOLQJORQJHUDQGH[DPLQLQJPRUHSDJHV

Information Seeking Behaviour and Usage on a Multi-media Platform

67

Fig. 7 +RXUVEHWZHHQYLVLWV 6RXUFH*$

:KHQORRNLQJDWILJXUHVIRUGXUDWLRQRIYLVLWLWLVLPSRUWDQWWRQRWHWKHKLJKO\ VNHZHGGLVWULEXWLRQPRVWYLVLWVDUHYHU\VKRUWDWDEOHZLWKUDQJHVRIYDOXHVFDQEH PLVOHDGLQJDVLVDQ\µDYHUDJH¶ILJXUH7DEOHDQG)LJDQGVKRZYLVLWWLPHVIRU 'HFHPEHU7KHDYHUDJHYLVLWGXUDWLRQLVPLQDQGVLWYDULHVOLWWOHGHSHQGLQJRQZKDWWLPHVSDQLVDQDO\VHGZKHUHDVWKHFKDUWUHYHDOVWKHIXOOSLFWXUHWKHUHLV PXFKODUJHUUDQJHDIHZYLVLWVDUHYHU\PXFKORQJHUEXWPRVWDUHH[WUHPHO\VKRUW ,Q'HFHPEHURIYLVLWVZHUHWLPHGDWOHVVWKDQVRQO\RIYLVLWV IDOOEURDGO\ ±PLQ LQWRWKHµDYHUDJH¶FDWHJRU\EDQG 7KH VWRU\ RQ µHQJDJHPHQW¶ LV DQ LQWHUHVWLQJ RQH XVDJH SDJH YLHZV  KDV QRW NHSWSDFHZLWKRYHUDOOJURZWKUDWHVKDYLQJJURZQMXVWRYHUIURP$XWXPQWR $XWXPQDQGZLWKDKXJHIDOO QHDUO\ EHLQJUHFRUGHGLQWKHQXPEHURISDJHV YLHZHGSHUYLVLW ZDVSUHYLRXVO\DQGQRZ DQGDVPDOOHUEXWVWLOOODUJHIDOO QHDUO\   LQ WKH GXUDWLRQ RI YLVLWV µ$YHUDJH¶ LV D YHU\ SRRU PHDVXUH RI YLVLW GXUDWLRQVRQRWPXFKFDQEHUHDGLQWRDGHFOLQHLQWKLVILJXUHIURPVWRV (VSHFLDOO\ DV WKH %RXQFH 5DWH KDV IDOOHQ IURP  WR   DQG ZH PLJKW KDYH H[SHFWHGWKLVWRJRXSLQWKHFLUFXPVWDQFHV6RLWLVSUREDEOHWKDWµVWLFNLQHVV¶KDV LQFUHDVHG IHZHUERXQFHUV EXWLVSDUWO\PDVNHGE\DFRUUHVSRQGLQJUHGXFWLRQLQ WKHQXPEHURIµXQUHDOXVHUV¶FRQVXPLQJPDQ\SDJHVLQORQJVHVVLRQV 7KHVHµXQUHDOXVHUV¶DUHQRWVHDUFKHQJLQHVSLGHUVZKLFKDUHDOUHDG\H[FOXGHG IURPWKHDQDO\VLV1RUGRZHPHDQµRXWOLHUV¶ZKLFKDUHFDVHVZKHUHZHKDYHFRPH

68

'1LFKRODVDQG'&ODUN

Fig. 8 'D\VEHWZHHQYLVLWV 6RXUFH*$

Table 1 'XUDWLRQRIYLVLWV 9LVLWGXUDWLRQ V 'HFHPEHU 6RXUFH*$ 0–10 11–30 31–60 61–180 181–600 601–1800 1801+

9LVLWV       

WRDILUPFRQFOXVLRQWKDWWKHDFWLYLW\LVWKDWRIDFORDNHGERW2QFHZHKDYHGLVFRXQWHGWKHVHZHDUHVWLOOOHIWZLWKSDWWHUQVRIDFWLYLW\WKDWDUHLPSODXVLEOHVXFKDV VHVVLRQVWKDWQHYHUWLPHRXWRUDSSHDUWRYLHZDQXQUHDVRQDEOHSDJHVHWF,QVRPH FDVHV WKDW FDQ EH H[SODLQHG E\ NLRVN DSSOLFDWLRQV LQ OLEUDULHV$3, XVDJH RU E\ GHYHORSHUWHVWLQJ(VVHQWLDOO\µXQUHDOXVHUV¶DUHWKDWSRUWLRQRIWKHUHFRUGHGXVDJH ZKLFKZHILQGµQRWSURYHQ¶7KHUHLVLQVXIILFLHQWHYLGHQFHWRFODVVLI\DVURERWRU RXWOLHUEXWWKHVXVSLFLRQUHPDLQVWKDWLWZRXOGEHXQZLVHWRIXOO\WUXVWDQ\LQIHUHQFH from this data.

Information Seeking Behaviour and Usage on a Multi-media Platform

69

Fig. 9 (XURSHDQDGXUDWLRQRIYLVLW 6RXUFH*$

Social Media :LWK VR PXFK (XURSHDQD DQG VFKRODUO\ SXEOLVKHU  SODQQLQJ DQG KRSHV  UHVWLQJ RQVRFLDOPHGLDXVHIRUJURZWKDQGUHXVHLWLVZRUWKILUVWSRLQWLQJRXWWKDWWKHUH DUHVXEVWDQWLDOSUREOHPVLQGHILQLQJµ6RFLDO0HGLD¶ZKLFKQHHGWREHFODULILHGLQ RUGHUWRPDNHDIDLUDQGDFFXUDWHHYDOXDWLRQVDQGFRPSDULVRQRIJURZWKUDWHVDQG FRQWULEXWLRQWRRYHUDOOWUDIILF 7KH*RRJOH$QDO\WLFVµDGYDQFHGVHJPHQW¶IRUVRFLDOPHGLDDVSHUVRQDOO\GHILQHG DQGXVHGE\(XURSHDQDFRQWDLQVVRXUFHV UHIHUUHUGRPDLQV VRPHRIZKLFKKDYH UHJLVWHUHGLQVLJQLILFDQWRUHYHQQRWUDIILFDWDOOGXULQJWKHODVWVL[PRQWKV 2FWREHU ±0DUFK 6HH7DEOH7KHPDMRUVRXUFHVRIVRFLDOWUDIILFDUH)DFHERRN DQG:LNLSHGLDWKHUHLVDOVRVLJQLILFDQWWUDIILFIURP:RUG3UHVV%ORJVSRWWZLWWHUDQG DFRQVLGHUDEOHZD\EHKLQG3LQWHUHVWWKHODWWHUEHLQJSXEOLFLVHGRQWKH(XURSHDQD KRPHSDJHIRUPDQ\ZHHNVGXULQJ:HVKDOOUHWXUQWRLQGLYLGXDOSHUIRUPDQFH ODWHULQWKLVVHFWLRQKHUHZHVKDOOFRQILQHRXUVHOYHVWRWKHSUREOHPVRIGHILQLWLRQ $Q LQWHUHVWLQJ GHILQLWLRQDO FDVH LV 7ZLWWHU 7KH 7ZLWWHU WUDIILF LV LGHQWLILHG E\ ³LQFOXGH6RXUFHFRQWDLQLQJµWFR¶´3DWHQWO\WKLVLVWRRORRVHDGHILQLWLRQDVLWZLOO QRWRQO\SLFNXSµWFR¶EXWDQ\GRPDLQFRQWDLQLQJWKDWVHTXHQFHRIFKDUDFWHUVHJ VHDUFKEWFRP7KHUHVXOWLVWKDWWKDWWKHQXPEHURIYLVLWVFDSWXUHGE\WKLVPHWKRGLV DW IRUWKHPRVWUHFHQWVL[PRQWKV IRXUWLPHVJUHDWHUWKDQWKHDFWXDOQXPEHU RI YLVLWV IURP WFR 7ZLWWHU  7KH WUXH WRWDO RI VRFLDO VRXUFHV   LV LQIODWHG

'1LFKRODVDQG'&ODUN

70 Table 2 6RFLDOVHJPHQW GHILQLWLRQ *$

6RFLDO

3DJHYLHZV

facebook.com WZHHW LinkedIn WKH YLVLWRU JURZWK UDWH LV 7KH VRFLDO HOHPHQW LV D OLWWOH PRUH VLJQLILFDQW RQ WKH H[KLELWLRQVVLWHDQGSUHGLFWDEO\VLJQLILFDQWIRUEORJHXURSHDQD ,Q$SULO6RFLDO5HIHUUDOVRQO\DFFRXQWHGIRURQHSHUFHQWRIDOOYLVLWVWRWKH VLWHDEDUHKLJKHUWKDQD\HDUSUHYLRXV,WFRXOGEHWKDW(XURSHDQD¶VVRFLDO PHGLDDFWLYLW\WDNHVSODFHVROHO\ZLWKLQWKHFRQWH[WRIWKHVHVLWHVDQGHQWLUHO\E\ SDVVHV(XURSHDQDHX,QVXFKDFRQWH[WZHFDQQRWUHIXWHFODLPVIRUWKHHIILFDF\RI µVRFLDOPHGLD¶QRUFDQZHVXSSRUWWKHP,QWKHFRQWH[WRIWKH(XURSHDQDHXZHE VLWHKRZHYHUVRFLDOUHIHUUDOLVQRWDWSUHVHQWVLJQLILFDQWDQGLVQRWJURZLQJDERYH WKHWUHQGIRUWKHVLWHDVDZKROH6RWKHDFWLRQKDVWREHKDSSHQLQJHOVHZKHUHRQWKH VRFLDOPHGLDVLWHVWKHPVHOYHV

Individual Social Media 7KH GRPLQDQW VRFLDO PHGLD QHWZRUN LV )DFHERRN ZLWK QHDUO\  UHIHUUDOV LQ WKH \HDU VLQFH WKH QHZ SRUWDO ODXQFK 2FW   7KH µDYHUDJH YLVLW GXUDWLRQ¶ RI WKHVH)DFHERRNVRXUFHGYLVLWRUVLVDFFRUGLQJWR*RRJOH$QDO\WLFVMXVWRYHUPLQ $OWKRXJKµDYHUDJH¶LVDSRRUVLQJOHPHWULFWRXVHLQWKLVFRQWH[W²WKHGLVWULEXWLRQ EHLQJORJQRUPDO²WKHGXUDWLRQLVVOLJKWO\KLJKHUWKDQWKHPLQDYHUDJHIRUDOO YLVLWRUV6RPRUHGZHOOWLPHIRUVRFLDOPHGLDXVHUVEXWQRWUHDOO\VXIILFLHQWWREXLOG DVWURQJFDVHIRUPRUHFRPPLWWHGXVHUVDQGDQ\ZD\VHHRXUHDUOLHUFRPPHQWVDERXW WKHSUREOHPVRIXVLQJGZHOOWLPHLQLVRODWLRQDVDPHWULF )DFHERRNZDVIROORZHGE\:RUG3UHVVLQSRSXODULW\QHDUO\UHIHUUDOV%ORJJHU RYHU 7ZLWWHU QHDUO\ DQG1HWYLEHV MXVWRYHU  :KHQZHFRQVLGHUDQGFRPSDUHRQO\WKHUHODWLYHO\VWDEOH$XWXPQPRQWKV 6HSW± 'HFDQG WKHRYHUDOOGRXEOLQJRIWUDIILFRQWKHVLWHLVQRWPDWFKHGE\ DFRUUHVSRQGLQJJURZWKLQVRFLDOUHIHUUDOV\HDURQ\HDU)DFHERRN QHDUO\ UHIHUUDOV DQG7ZLWWHU UHIHUUDOV WUDIILFLQSDUWLFXODUVKRZVRQO\D LQFUHDVHLQYLVLWV2QO\:RUG3UHVVZLWKRQO\DWKLUGRIWKH)DFHERRNWUDIILF  UHIHUUDOVLQ\HDURQ\HDUJURZWK KDVNHSWSDFHZLWKWKHRYHUDOOSDFHRI WKHVLWH+RZHYHU7ZLWWHULVDQLQWHUHVWLQJFDVHEHFDXVHZKLOHWKHUHLVOLWWOHJURZWK LQUHIHUUDOVGZHOOWLPHKDVLQIDFWGRXEOHG7KHDYHUDJHIRU7ZLWWHUZDVPLQ LQDXWXPQPLQLQ3LQWHUHVW(XURSHDQD¶VODWHVWVRFLDOPHGLDYHQWXUH D FRQWHQW VKDULQJ VHUYLFH WKDW DOORZV PHPEHUV WR ³SLQ´ LPDJHV YLGHRV DQG RWKHU

Information Seeking Behaviour and Usage on a Multi-media Platform

73

REMHFWVWRWKHLUSLQERDUGFXUUHQWO\IHDWXUHGRQWKH(XURSHDQDKRPHSDJH DQGVR DWWUDFWLQJFRQVLGHUDEOHSXEOLFLW\ VXUSULVLQJO\SHUKDSVFRPHVLQDWWKLQWKHVRFLDOPHGLDUDQNLQJZLWKDOLJKWWUDIILFIORZ YLVLWV6HS±'HF 7KHKLJK QXPEHU RI SDJH YLHZV SHU YLVLW IURP 3LQWHUHVW DYHUDJH   DQGYHU\ ORQJ GZHOO WLPH PLQ VXJJHVWµXQUHDOXVHU¶DFWLYLW\VRPHWKLQJRGGLVKDSSHQLQJKHUH:H VXVSHFWDVWKLVIHDWXUHRQWKHKRPHSDJHLVTXLWHUHFHQWWKDWWKLVPD\EHLQWHUQDO GHYHORSPHQWRUWHVWLQJDFWLYLW\7KLVVKRXOGEHFKHFNHGRWKHUZLVHDIDOVHLPSUHVsion might be provided. :HFDQFRQWUDVWWKHWUDIILFIORZIRUWKHVLWHDVDZKROHZLWKWKHIORZRIVRFLDO PHGLDYLVLWVXVLQJ*RRJOH$QDO\WLFV)RUWKHVLWHDVDZKROHPRVWLQERXQGWUDIILF JRHVGLUHFWWRDUHFRUG DERXWKDOIRIDOOQRQVHDUFKHQJLQHUHIHUUDOV DQGWZHOYHSHU FHQWWRµVHDUFK¶,QWHUHVWLQJO\IRUVRFLDOUHIHUUDOVKDOIWKHLQERXQGWUDIILFJRHVWR WKHKRPHSDJHDQGDURXQGVHYHQWHHQSHUFHQWWRµVHDUFK¶$QLQIRUPDODQDO\VLVRI µWUDFNEDFNV¶SURYLGHGE\*RRJOH$QDO\WLFVVXJJHVWVWKDWPXFKRIWKHVRFLDOWUDIILF PD\EHE\SHRSOHLQYROYHGLQGHYHORSPHQWRUUHVHDUFKLQGLJLWDOKXPDQLWLHVDQG UHODWHGILHOGVQRWDYHU\UHSUHVHQWDWLYHJURXSLQVLGHUV'XULQJWKHSHULRG'HF ±-DQZKHQWKHUHZHUHVRFLDOUHIHUUDOVEORJHXURSHDQDHXKDG YLVLWRUV,WLVSUREDEOHWKHEORJXVHUVDUHDOUHDG\IDPLOLDUZLWK(XURSHDQDLQ ZKLFKFDVHLWLVSUREDEO\QRWEULQJLQJLQPDQ\QHZXVHUV µ0\(XURSHDQD¶DSHUVRQDOFXVWRPLVHGIDFLOLW\PD\DOVREHFRQVLGHUHGWREHORQJLQWKHµVRFLDO¶FDWHJRU\%HWZHHQ-XQHDQG'HFHPEHUDWRWDORIXVHUV ZHUHUHFRUGHGDVKDYLQJORJJHGLQZLWKDXVHULGOHVVWKDQHYHQLQWKHEXVLHVW PRQWKRI1RYHPEHU7KRXJKDIHZXVHUVDSSHDUWRORJLQDQGYLHZPDQ\KXQGUHGV RI SDJHV LQ D PRQWK WKHUH LV OLWWOH HYLGHQFH RI UHJXODU DQG VXVWDLQHG XVH RI µ0\ (XURSHDQD¶OHVVWKDQDWLQ\DPRXQWKDYHXVHGWKHIHDWXUHIRUWKUHHRUPRUH PRQWKVLQVHYHQ7KHPDMRULW\DSSHDULQWKHUHFRUGRQHPRQWKRQO\GXULQJZKLFK WKH\YLHZOHVVWKDQIRUW\SDJHV2YHUDOOORJJHGLQXVHUVDFFRXQWIRURQHKDOISHU FHQWRIDOOSDJHYLHZV 6RFLDOPHGLDWKHQLVQRWGULYLQJ(XURSHDQDJURZWKDQGXQOLNHO\WRGRIURP WKHHYLGHQFHZHKDYHWRKDQG7KHH[DPSOHRI3LQWHUHVWLVLOOXVWUDWLYH&RQVLGHUWKH IHDWXULQJRIDOLQNWR3LQWHUHVWRQWKH(XURSHDQDKRPHSDJHWKLVZRXOGDSSHDUWREH RIQHWEHQHILWWR3LQWHUHVW(XURSHDQDKDVRYHUµIROORZHUV¶RQ3LQWHUHVWDQG RYHUµSLQV¶EXWUHIHUUDOVEDFNWR(XURSHDQDGXULQJWKHODVWIRXUPRQWKVRI DPRXQWWR7KHELJTXHVWLRQLVZKDWLQWKHFRQWH[WRI(XURSHDQDLVVRFLDOPHGLDIRU"6KRXOGZHH[SHFWLWWRGULYHWUDIILFWR(XURSHDQDRULV(XURSHDQDWKHJOXH OD\HUWKDWHQDEOHV3LQWHUHVWWREHDVKRZFDVHIRU(XURSHDQD¶VSURYLGHULQVWLWXWLRQV" 7KHUHLVVFRSHIRUDPRUHFRPSUHKHQVLYHUHVHDUFKSURJUDPPHLQWKLVDUHDOLQNLQJ WRJHWKHUWKHWUDIILFDQDO\VLVRIWKH(XURSHDQDZHESUHVHQFH LQFOXGLQJEORJH[KLELWLRQV$3, ZLWKVLPLODUGDWDGUDZQIURP(XURSHDQD¶VSURYLGHUV 2IFRXUVHDOOWKHVHVRFLDOPHGLDLQLWLDWLYHVDUHLQVLJQLILFDQWFRPSDUHGWRµWKH EUHDGDQGEXWWHU¶VHDUFKHQJLQHUHIHUUDODQGQRWMXVWYLD*RRJOHSLRQLHUQHWSOWKH 3ROLVKDJJUHJDWRUVLWHEURXJKWLQ  UHIHUUDOVFRPSDUHGWRIDFHERRNFRP   ZLWKDOOLWVPLOOLRQVRIPHPEHUV$VWXG\E\(XURSHDQD KWWSSUR HXURSHDQDHXSUREORJEORJV VKRZVWKDW$3,XVHE\WKH3ROLVKSDUWQHUV LVSURYLQJYHU\VXFFHVVIXOLQVHQGLQJWUDIILFWR(XURSHDQD

74

'1LFKRODVDQG'&ODUN

0RVWRIWKHVRFLDOPHGLD QDUURZO\GHILQHG WUDIILFDSSHDUVWRIORZLQWRWKHKRPH SDJHUDWKHUWKDQWRVSHFLILFLWHPV7KLVLVLQPDUNHGFRQWUDVWWRUHIHUUDOVIURPEORJV ZKLFKDUHPRUHRIWHQWRDVSHFLILFSDJH

Country Analysis )LUVWDQRWHRIFDXWLRQGHWHUPLQLQJWKHXVHU¶VORFDWLRQLVRQO\DSSUR[LPDWHDQGSDUWLFXODUO\ZKHQORRNLQJDWWKHVWDQGDUG*RRJOH$QDO\WLFVUHSRUWODQJXDJHFKRLFHDQG FRXQWU\DUHQRWWKHVDPHµ/DQJXDJHHQXV¶LVQRWWKHVDPHDVµ&RXQWU\7HUULWRU\ 8QLWHG6WDWHV¶7KHODQJXDJHLQGLFDWLRQLVPHUHO\WKHGHIDXOWVHWWLQJRIWKHEURZVHU DQGFDQQRWEHUHOLHGXSRQ/RFDWLRQZKLFKLVEDVHGRQ,3DGGUHVVDOORFDWLRQFDQ DOVRFURVVERUGHUV 7DNLQJWKLVLQWRDFFRXQWLWLVVWLOOVRPHZKDWVXUSULVLQJWRILQGWKDWWKHPRVWDFWLYH FRXQWU\IRUVRFLDOPHGLDWUDIILFWR(XURSHDQDHXLV6SDLQ,QWKHPRVWUHFHQWVL[ PRQWKV6SDLQDFFRXQWVIRURIVRFLDOPHGLDWUDIILFDVGHILQHGE\(XURSHDQD¶V RZQ6RFLDO0HGLDDGYDQFHGVHJPHQWWKH86$LVVHFRQG  7DNLQJLQWRDFFRXQWWKHPXFKODUJHUSRSXODWLRQRIWKH86$DQGWKHPDWXUHVWDWHRIVRFLDOPHGLD XSWDNHWKHUHWKLVLVXQH[SHFWHG+RZHYHUDVZHKDYHDOUHDG\REVHUYHG6RFLDO0HGLDDFFRXQWVRQO\IRUSHUFHQWRIYLVLWVDQGYLVLWRUVVRWKHVWDWLVWLFVDUHOLNHO\WREH XQVWDEOHDQGEHSHUWXUEHGE\IDFWRUVZKLFKFDQEHGLIILFXOWWRLGHQWLI\

Social Actions and Social Media ,QRUGHUWRILQGRXWZKHWKHUXVHUVFRPLQJIURPVRFLDOPHGLDDUHPRUHOLNHO\WRVKDUH WKRXJKWWREHDSRVLWLYHE\LQIRUPDWLRQSURYLGHUV \RXILUVWKDYHWRGHILQHµOLNHO\ WRVKDUH¶7KHFOLFNVWUHDPORJVVKRZQHJOLJLEOHXVHRIWKHµ6$9(B62&,$/B7$*¶ DFWLRQ )RU WKH SHULRG -XQH±'HFHPEHU  WKH RQO\ SHULRG IRUZKLFK ZH KDYH FOLFNVWUHDPORJV WKHDFWLRQRFFXUUHGWLPHV6HWDJDLQVWPLOOLRQDFFHVVHV WRREMHFWSDJHV )8//B5(68/7B+70/ DQGPLOOLRQSUHVHQWDWLRQVRIVHDUFK UHVXOWV %5,()B5(68/7VHDUFK DQGYLHZVRIWKHKRPHSDJH ,1'(;3$*(  LWLVFOHDUWKDWQRWPXFKVKDULQJJRHVRQVRLQVLJQLILFDQWWKDWZHQHHGWRORRNIRU DQRWKHUGHILQLWLRQRIµVRFLDOPHGLDVKDULQJ¶ ,IZHWXUQWRWKH*RRJOH$QDO\WLFVHTXLYDOHQWµ6RFLDO3OXJLQV¶WKHQXPEHUVDUH VWLOOORZEXWEHWWHU6HSWHPEHU±0DUFKµ8QLTXH6RFLDO$FWLRQV¶ 6HWDJDLQVWWKHPLOOLRQYLVLWVLQWKDWSHULRGDVRFLDOVKDULQJDFWLRQRFFXUVDWDUDWH RIRQHSHUYLVLWV  :KHQWKDWUHSRUWLVUHVWULFWHGXVLQJ(XURSHDQD¶VRZQ µ6RFLDO0HGLDDGYDQFHGVHJPHQW¶WKHQXPEHULVUHGXFHGWRµ8QLTXH6RFLDO$FWLRQV¶7KHUHLVLQGHHGDJUHDWHUSURSHQVLW\WRVKDUHE\YLVLWRUVFRPLQJIURPVRFLDO PHGLDDUDWHRIRQHSHUYLVLWV  %XWWKHDFWXDOQXPEHUVDUHYHU\VPDOO LQIDFWRIWKH6RFLDOVKDULQJVRXUFHVXVHGE\DOOYLVLWRUVRQO\WKUHH²)DFHERRN *RRJOHDQG7ZLWWHU²DSSHDUZKHQWKHUHSRUWLVUHVWULFWHGWRµVRFLDOVHJPHQW¶UHIHUUDOV2QHUHDVRQIRUWKLVPD\EHWKDWWKHµDGYDQFHGVHJPHQW¶KDVEHHQGHILQHG WRRQDUURZO\²LQSXWVVKRXOGPDWFKRXWSXWVDOOWKHVRFLDOVLWHVUHFRUGHGE\*RRJOH

Information Seeking Behaviour and Usage on a Multi-media Platform

75

Fig. 10 ([KLELWLRQVYLVLWV 6RXUFH*$

$QDO\WLFVDVµVRFLDOVRXUFHV¶VKRXOGEHLQFOXGHGLQWKHVHJPHQW7KHDOWHUQDWLYHLV WRUHVWULFWWKH6RFLDO3OXJLQVUHSRUWWRPDWFKWKHDGYDQFHGVHJPHQW,QWKDWFDVHWKH µDOOXVHUV¶ILJXUHGHFOLQHVWRRQHLQ  >WKH6RFLDOVHJPHQWLVRIFRXUVH XQFKDQJHGDW@6RXVHUVFRPLQJIURPVRFLDOPHGLDDUHPRUHOLNHO\WRVKDUH +RZHYHUWKHUHPLJKWEHDVWURQJHOHPHQWRIDXWRFRUUHODWLRQKHUHDWDXWRORJ\VRFLDOPHGLDXVHUVVKDUHEHFDXVHWKDWLVZKDWVRFLDOPHGLDLVDERXW

Virtual Exhibitions ([KLELWLRQVZHUHRQO\MXVWIHDWXULQJWRZDUGVWKHHQGRIRU(XURSHDQD&RQQHFWZRUN LQVR&,%(5FDPHWRWKLVWRSLFIUHVKDQGYHU\LQWHUHVWHGLQORRNLQJDWWKHLPSDFWLWKDVKDG,WORRNHGOLNHDEUHDNWKURXJKLQ(XURSHDQDWKLQNLQJDQGKHUHVXUHO\ LVVRPHWKLQJWKDWFRXOGFDSWXUHWKHLQWHUHVWRIWKHGLJLWDOLQIRUPDWLRQFRQVXPHUDQG DUPFKDLUWRXULVWVWUDWHJLFPDUNHWVIRU(XURSHDQD,WFRXOGµVSHDN¶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µH[KLELWLRQV¶VLWH6HSW±'HFDQGGDWDVKRZVWKDWWKHUH KDVEHHQDLQFUHDVHLQYLVLWRUVDQGµSDJHVSHUYLVLW¶KDVLQFUHDVHGIURPWR SDJHVWKHERXQFHUDWHLVYHU\ORZ  FRPSDUHGWRWKHPDLQVLWHVRSHRSOHDSSHDUWREHGZHOOLQJDQGZHPLJKWKDYHDWORQJODVWWKDWPXFKVRUWDIWHUVWLFNLQHVV $ERXW  RI H[KLELWLRQ YLVLWRUV DSSHDU WR EH XVLQJ D PRELOH WDEOHW  SODWIRUP ZKLFKLVDOVRUHODWLYHO\KLJK 7KHPRVWUHFHQWILJXUHV 7DEOHVDQG VKRZWKDWWKHRYHUDOOQXPEHURIH[KLELWLRQYLVLWV OHVVWKDQ6HSW±'HF LVVWLOOUHODWLYHO\ORZUHODWLYHFRPSDUHG WRWKHYLVLWVWRWKHPDLQVLWH PLOOLRQ 7KDWLVMXVWRYHURIDOOYLVLWRUVILQG WKHLUZD\WRDQH[KLELWLRQ%XWWKDWLVSHUKDSVDQXQUHDVRQDEOHFRPSDULVRQWKH\

'1LFKRODVDQG'&ODUN

76 Table 4 ([KLELWLRQV(XURSHDQDHX 6RXUFH*$ Sep–Dec 2012 9LVLWV  9LVLWRUV  3DJHYLHZV  Pages per visit 11.7 Duration of visit  Bounce rate  1HZ9LVLWV 

Sep–Dec 2011    6.8   

Table 5 ([KLELWLRQVYLVLWRUV'HF±-DQ 6RXUFH*$ 9LVLWV Pages/visit 5R\DOERRNFROOHFWLRQV  11.4 1914–1918  13.1 European sports 754 11.9 7RWDOYLVLWV 

 52 47 162 71 í í í

%RXQFHUDWH  0.2 0.3 0.0

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µ±¶ZLWKYLVLWV RIWRWDO 6HSWHPEHU±'HFHPEHU7KHUHLVDVWURQJIORZIURPRQHH[KLELW UHFRUG WRDQRWKHUZKLFKVXJJHVWVYLVLWRUVDUHIROORZLQJWKHH[KLELWLRQVHTXHQFH,QFRQFOXVLRQH[KLELWLRQVDUH VWLFN\DQGVXFFHVVIXOEXWLQWHUHVW DVLVWKHQDWXUHRIWKHH[KLELWLRQWUDGH LVYRODWLOH

Conclusions )RUWKHYHU\ILUVWWLPH&,%(5KDVEHHQDEOHWRHYDOXDWH(XURSHDQDXVDJHE\DOOWKH DYDLODEOH TXDQWLWDWLYH PHWKRGRORJLHV GHHS ORJ DQDO\VLV &OLFN6WUHDPHU ORJV DQG *RRJOH$QDO\WLFV,QIDFWZHEHOLHYHWKLVLVWKHILUVWWLPHWKHWKUHHPHWKRGRORJLHV KDYH EHHQ HPSOR\HG LQ UHJDUG WR XVDJH RI D VLQJOH ZHEVLWH :H ZHUH HVSHFLDOO\ LQWHUHVWHGWRILQGRXWZKHWKHU*RRJOH$QDO\WLFV¶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

Information Seeking Behaviour and Usage on a Multi-media Platform

77

,QUHVSHFWWRWKHUHVXOWVRIWKHDQDO\VHV D 6WLFNLQHVVDQGOR\DOW\OHYHOVDUHORZHUWKDQIRXQGHOVHZKHUHVD\LQVFKRODUO\ VLWHVEXWWKDWPLJKWEHH[SHFWHGRIDVHDUFKHQJLQH RUFDWDORJXH WKDWERDVWVOLWWOH RILWVRZQFRQWHQW7KHOR\DOXVHUV(XURSHDQDKDVDUHWKHFXOWXUDOLQVWLWXWLRQV DQG WKHLU PHPEHUV ,W LV HVWLPDWHG WKDW (XURSHDQD¶V FRUH DXGLHQFH GHILQHG DV WKRVHSHRSOHYLVLWLQJILYHWLPHVRIPRUHLVDERXWRQHWHQWKWKHVL]HRILWVYLVLWRU QXPEHUV²DERXWKDOIDPLOOLRQSHRSOH5HJXODUXVHUVWHQGWREHURXWLQHXVHUV ,QUHJDUGWRHQJDJHPHQWPRVWYLVLWVDUHRYHULQWKHEOLQNRIDQH\H V ZLWK MXVWRQHSDJHYLHZHG7KLVLVSUREDEO\ZKDW\RXZRXOGH[SHFWRIDGLVFRYHU\ VLWHUDWKHUWKDQDGHVWLQDWLRQRQH7KHWUHQGDSSHDUVWREHWRZDUGVDOHVVHQJDJHG XVHUEXWWKLVQHHGVIXUWKHULQYHVWLJDWLRQDVLWPLJKWEHGXHWRRWKHUIDFWRUV E 6RFLDO0HGLDWDNLQJ(XURSHDQD¶VGHILQLWLRQ µVRFLDOVHJPHQW¶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µTXDOLW\¶ WUDIILF IURP XVHUV ZLWK D JUHDWHU SURSHQVLW\ WR VKDUHDQGZKDWVLJQLILFDQFHFDQEHUHDGLQWRXVHRI(XURSHDQDGDWDµRIIVKRUH¶ RQVLWHVOLNH)DFHERRN7KHUHLVDJUHDWHUSURSHQVLW\IRUVRFLDOPHGLDWRVKDUH EXWWKHDFWLYLW\LWVHOILVYHU\XQFRPPRQ F 9LUWXDOH[KLELWLRQVDUHDQXQGRXEWHGDQGDTXDOLILHGVXFFHVVZKLFKVHHPKLJKO\ ILW IRU SXUSRVH IRU YLHZLQJ UDWKHU WKDQ UHDGLQJ7KH\ DUH SRSXODU VWLFN\ DQG JHQHUDWHKLJKOHYHOVRIHQJDJHPHQW7KH\DUHWKHHOHSKDQWLQWKHURRP Open Access 7KLVFKDSWHULVGLVWULEXWHGXQGHUWKHWHUPVRIWKH&UHDWLYH&RPPRQV$WWULEXWLRQ 1RQFRPPHUFLDO/LFHQVHZKLFKSHUPLWVDQ\QRQFRPPHUFLDOXVHGLVWULEXWLRQDQGUHSURGXFWLRQLQ DQ\PHGLXPSURYLGHGWKHRULJLQDODXWKRU V DQGVRXUFHDUHFUHGLWHG

References 'DYLV30  3DWWHUQVLQHOHFWURQLFMRXUQDOXVDJHFKDOOHQJLQJWKHFRPSRVLWLRQRIJHRJUDSKLF FRQVRUWLD&ROO5HV/LEU  ± 'DYLV30  ,QIRUPDWLRQVHHNLQJEHKDYLRURIFKHPLVWVDWUDQVDFWLRQORJDQDO\VLVRIUHIHUUDO 85/V-$P6RF,QI6FL7HFKQRO  ± 'DYLV306ROOD/5  $Q,3OHYHODQDO\VLVRIXVDJHVWDWLVWLFVIRUHOHFWURQLFMRXUQDOVLQFKHPLVWU\PDNLQJLQIHUHQFHVDERXWXVHUEHKDYLRU-$P6RF,QI6FL7HFKQRO  ± *DUJLXOR3  (OHFWURQLFMRXUQDOVDQGXVHUVWKH&,%(5H[SHULHQFHLQ,WDO\-6HU&RPPXQLW\   ±

78

'1LFKRODVDQG'&ODUN

-XOLHQ +:LOOLDPVRQ .   'LVFRXUVH DQG SUDFWLFH LQ LQIRUPDWLRQ OLWHUDF\ DQG LQIRUPDWLRQ VHHNLQJJDSVDQGRSSRUWXQLWLHV,QI5HV,QW(OHFWUR-  Q 1LFKRODV'&ODUN'5RZODQGV,-DPDOL+5  ,QIRUPDWLRQRQWKHJRDFDVHVWXG\RI(XURSHDQDPRELOHXVHUV-$P6RF,QI6FL7HFKQRO  ± 1LFKRODV'+XQWLQJWRQ3-DPDOL+5:DWNLQVRQ$  7KHLQIRUPDWLRQVHHNLQJEHKDYLRXURI WKHXVHUVRIGLJLWDOVFKRODUO\MRXUQDOV,QI3URFHVV0DQDJ  ±

Suggest Documents