• Information Systems Review
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• v.23 no.3
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• pp.159-176
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• 2021

Obviating user churn is a prominent strategy to capitalize on online games, eluding the initial investments required for the development of another. Extant literature has examined factors that may induce user churn, mainly from perspectives of motives to play and game as a virtual society. However, such works largely dismiss the service aspects of online games. Dissatisfaction of user needs constitutes a crucial aspect for user churn, especially with online services where users expect a continuous improvement in service quality via software updates. Hence, we examine the relationship between a game's quality management and its user base. With text mining and survival analysis, we identify complaint factors that act as key predictors of user churn. Additionally, we find that enjoyment-related factors are greater threats to user base than usability-related ones. Furthermore, subsequent quasi-experiment shows that improvements in the complaint factors (i.e., via game patches) curb churn and foster user retention. Our results shed light on the responsive role of developers in retaining the user base of online games. Moreover, we provide practical insights for game operators, i.e., to identify and prioritize more perilous complaint factors in planning successive game patches.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.2
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• pp.67-79
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• 2023

The bounce rate is the rate at which a user leaves immediately after visiting, and this study aimed to find out what attributes of a website affect the bounce rate. Web site evaluation items were defined as a total of 4 items and 27 evaluation attributes, including usability, information, service interaction, and technology, so that they can be commonly applied to venture companies in various industries through prior research. As a result of the study, 6 website attributes that affect the bounce rate were verified to be significant by discriminant analysis and decision tree analysis. Suggestions to reduce the bounce rate of venture business websites through this study are as follows. First, the path name of the website is displayed as mandatory and a pull-down menu function is added to facilitate movement to other pages. Second, it is good to expose core content that can attract users' attention in the form of a banner, and place internal link banners in the right place on sub-pages. Third, external links should be linked to a new window so that they do not leave the current page immediately so that they can be re-entered. Lastly, it is recommended to expose the contact information of the person in charge and consultation function as direct information for communication with customers, but if individual response is difficult, at least the consultation function must be added. These suggestions are expected to be of practical help in various fields such as website development, operation, and marketing. However, in special cases, a high bounce rate may be normal, so it should be considered according to the situation.

• Convergence Security Journal
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• v.15 no.2
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• pp.19-24
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• 2015

As the Internet usage such as Web3.0, future internet, and internet of things increases, the big data through information exchange between the users and web servers increases. Analyzing those web data, the commercial web sites use the analytic results for marketing and campaign, and non-commercial web sites also use the results to improve the user's services satisfaction. In this paper, the quantitative index is presented to analyze the web sites, and optimized web site design method is also presented through the correlation analysis of index and significance test. From the results for 138 web sites, it is observed that strong plus(+) correlation for visits-unique visitors and page views-average visit duration exists. We also observe the minus(-) correlation between bounce rate and page views per user(or ratio of new visits). In specific, to reduce the bounce rate for users, the strategy to increase the page views and ratio of new visits rather than visits and unique visitors is needed.

• Journal of the Korean Society for information Management
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• v.36 no.3
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• pp.149-174
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• 2019

This study analyzes the actual use data of the websites of university libraries, analyzes the users' usage behavior, and proposes improvement measures for the websites. The study analyzed users' traffic and analyzed their usage behavior from January 2018 to December 2018 on the C University website. The website's analysis tool used 'Google Analytics'. The web traffic variables were analyzed in five categories: user general characteristics, user environment analysis, visit analysis, inflow analysis, site analysis, and site analysis based on the metrics of sessions, users, page views, pages per session, average session time, and bounce rate. As a result, 1) In the analysis results of general characteristics of users, there was some access to the website not only in Korea but also in China. 2) In the user experience analysis, the main browser type appeared as Internet Explorer. The next place was Chrome, with a bounce rate of Safari, third and fourth, double that of the Explore or Chrome. In terms of screen resolution, 1920x1080 resolution accounted for the largest percentage, with access in a variety of other environments. 3) Direct inflow was the highest in the inflow media analysis. 4) The site analysis showed the most page views out of 4,534,084 pages, followed by the main page, followed by the lending/extension/history/booking page, the academic DB page, and the collection page.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.34 no.3
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• pp.515-525
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• 2024

Dark patterns refer to intentionally deceptive design techniques used by online service providers to hide necessary information, preventing users from taking desired actions or luring them into unintended behaviors. In this study, we analyzed the prevalence of dark patterns such as banners, advertorials, pop-ups, and video ads, and their impact on users across the top 200 news websites worldwide. The research revealed that there is a minimal correlation between banner ads and user bounce rates or unique visitors. Consequently, the main screen moving banner and headline news screen moving banner were most frequently observed in South America, while the headline news screen fixed banner was most commonly observed in Asia. All other categories were predominantly observed in Europe, making European websites the most diverse and abundant in various dark patterns.

• Journal of the Korean Society for information Management
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• v.38 no.3
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• pp.141-174
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• 2021

In this study, by examining the actual usage data of the university library website before and after COVID-19 outbreak, the usage behavior of users was analyzed, and the data before and after the virus outbreak was compared, so that university libraries can provide more efficient information services in a pandemic situation. We would like to suggest ways to improve it. In this study, the user traffic made on the website of University C was 'using Google Analytics', from January 2018 to December 2018 before the oneself of the COVID-19 virus and from January 2020 to 2020 after the outbreak of the virus. A comparative analysis was conducted until December. Web traffic variables were analyzed by classifying them into three characteristics: 'User information', 'Path', and 'Site behavior' based on metrics such as session, user, number of pageviews, number of pages per session time, and bounce rate. To summarize the study results, first, when compared with data from January 1 to January 20 before the oneself of COVID-19, users, new visitors, and sessions all increased compared to the previous year, and the number of sessions per user, number of pageviews, and number of pages per session, which showed an upward trend before the virus outbreak in 2020, increased significantly. Second, as social distancing was upgraded to the second stage, there was also a change in the use of university library websites. In 2020 and 2018, when the number os students was the lowest, the number of page views increased by 100,000 more in 2020 compared to 2018, and the number of pages per session also recorded10.46, which was about 2 more pages compared to 2018. The bounce rate also recorded 14.38 in 2018 and 2019, but decreased by 1 percentage point to 13.05 in 2020, which led to more active use of the website at a time when social distancing was raised.

• Journal of Service Research and Studies
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• v.3 no.2
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• pp.33-44
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• 2013

As the Internet and mobile services increase, the use of wired/wireless web contents services increase and the demand for various contents explosively grows. To survive in competitive market, and to minimize the errors and warnings for web accessibility and standardization, and then to maximize the web usability, the periodical evaluation for web site should be performed with the events of web marketing and campaign. Through the web evaluation, the errors for technical programming language and contents offering can be found and diagnosed. In this paper, the quantitative and qualitative evaluation method for web site providing web contents are presented, and the analytic results for the 138 home pages in domestic are evaluated to validate the quantitative methodology. The accessibility, standardization, and usability factor are adopted for the evaluation in which accessibility is evaluated for perceivable, operable, understandable, and robust discipline with K-WAH(Korea-Web Accessibility Helper) tool, the standardization are measured for the number of errors and warnings in technical language with the W3C validator, and finally the usability factor is analyzed for the number of visits, average visit duration, and bounce rate with Google Analytics. In addition to, the quantitative analysis is also performed with the consideration of cost for construction and operation of web site. From the results, in the case of total score of 100 in conversion with relative weight, the average and standard deviation are evaluated to be 55 and 14, respectively. The correlation analysis indicates that the coefficient is estimated as 0.058, and then correlation between the quantitative results and cost is evaluated to be a little positive.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.135-143
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• 2019

Purpose of this study is enhancing usability of online video platform by analyze link-depth and advertisement frequency. In this study, researcher checked market share of video platform which publishing web-drama, and compare their link-depth and advertisement frequency. As a result, access to the latest content has two to three link-depth. So it does not worsen usability. but, if contents doesn't show on main page or search result, it requires more than five to six steps. Image advertisement show up more than twice on every platform. 'Youtube' and 'Naver TV' show up pre-roll video advertisement in video player before offering contents. In this video platform information structure, directory searching needs high link-depth level and advertisement frequency. It will increase user's bounce rate and decrease return visit rate. So researcher suggests prototype using drop-down menu to reduce link-depth and enhance information structure.