{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,8,2]],"date-time":"2025-08-02T17:52:41Z","timestamp":1754157161962,"version":"3.41.2"},"reference-count":29,"publisher":"Emerald","issue":"6","license":[{"start":{"date-parts":[[2005,8,1]],"date-time":"2005-08-01T00:00:00Z","timestamp":1122854400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2005,8,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to study how web site quality affects traffic performance.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>An experimental design is employed to study how web quality affects traffic performance. A revamping of the experimental web site was used as the treatment, targeting visitors' perceived quality of the web site. Four traffic performance measures, page: views, visitor count, daily registrations, and average duration are tracked, and <jats:italic>t<\/jats:italic>\u2010tests are performed on pre\u2010treatment and post\u2010treatment data.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The analysis shows very positive responses among members; visitor count, page views and average duration increased for opt\u2010in and opt\u2010out members. For visitor count, even non\u2010members showed increases. However, daily registration, which measures how many non\u2010members become members each day, did not change. Non\u2010members visited more, but neither viewed more pages, nor stayed longer. Average duration is identified as the key factor for discerning visitor groups.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>The experimental web site belongs to one web site category. The generalization is subject to reasoning by practitioners.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>It was found that: to increase membership, alternative schemes must be employed, perhaps along the lines of a non\u2010technical approach; to acquire more members, do not focus on converting known non\u2010members. Those with the same demographic profile as existing members should be targeted; and the question must be asked whether the fact that opt\u2010in members are stickier than opt\u2010out members is a trait or a consequence of opt\u2010in members receiving e\u2010mails periodically, while opt\u2010out members chose not to receive e\u2010mails.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>With few existing traffic experiments in the literature, this study is unique, as are its implications.<\/jats:p><\/jats:sec>","DOI":"10.1108\/02635570510606978","type":"journal-article","created":{"date-parts":[[2005,7,25]],"date-time":"2005-07-25T21:33:06Z","timestamp":1122327186000},"page":"737-751","source":"Crossref","is-referenced-by-count":4,"title":["Is revamping your web site worthwhile?"],"prefix":"10.1108","volume":"105","author":[{"given":"Eugenia Y.","family":"Huang","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2022031420115260300_b1","unstructured":"Adler, R.P. (2004), \u201cDoing research in online communities\u201d, available at: www.digiplaces.com\/pages\/present\/research\/index.htm (accessed September 23, 2004)."},{"key":"key2022031420115260300_b2","doi-asserted-by":"crossref","unstructured":"Bhat, S., Bevans, M. and Sengupta, S. (2002), \u201cMeasuring users' web activity to evaluate and enhance advertising effectiveness\u201d, Journal of Advertising, Vol. 31 No. 3, pp. 97\u2010106.","DOI":"10.1080\/00913367.2002.10673679"},{"key":"key2022031420115260300_b3","doi-asserted-by":"crossref","unstructured":"Bhatnagar, A. and Ghose, S. (2004), \u201cAn analysis of frequency and duration of search on the internet\u201d, The Journal of Business, Vol. 77 No. 2, pp. 311\u201030.","DOI":"10.1086\/381277"},{"key":"key2022031420115260300_b4","unstructured":"Booker, E. (2001), \u201cAre web traffic statistics a game really worth playing?\u201d, B to B, Vol. 86 No. 13, p. 8."},{"key":"key2022031420115260300_b5","unstructured":"Box, G.E.P., Jenkins, G.M. and Reinsel, G.C. (1994), Time Series Analysis \u2013 Forecasting and Control, 3rd ed., Prentice\u2010Hall, Englewood Cliffs, NJ."},{"key":"key2022031420115260300_b6","doi-asserted-by":"crossref","unstructured":"Chatterjee, P., Hoffman, D.L. and Novak, T.P. (2003), \u201cModeling the click stream: implications for web\u2010based advertising efforts\u201d, Marketing Science, Vol. 22 No. 4, p. 520.","DOI":"10.1287\/mksc.22.4.520.24906"},{"key":"key2022031420115260300_b7","doi-asserted-by":"crossref","unstructured":"Chuang, T.T. and Chong, P.P. (2004), \u201cSearching advertising placement in cyberspace\u201d, Industrial Management & Data Systems, Vol. 104 No. 2, pp. 144\u20108.","DOI":"10.1108\/02635570410522116"},{"key":"key2022031420115260300_b9","doi-asserted-by":"crossref","unstructured":"Dewan, R.M., Freimer, M.L. and Zhang, J. (2002), \u201cManagement and valuation of advertisement\u2010supported web sites\u201d, Journal of Management Information Systems, Vol. 19 No. 3, pp. 87\u201098.","DOI":"10.1080\/07421222.2002.11045737"},{"key":"key2022031420115260300_b10","unstructured":"Donoff, E. (2004), \u201cManufacturer web sites\u201d, Architectural Lighting, Vol. 18 No. 2, p. 15."},{"key":"key2022031420115260300_b11","unstructured":"Donthu, N. (2001), \u201cDoes your web site measure up?\u201d, Marketing Management, Vol. 10 No. 4, pp. 29\u201032."},{"key":"key2022031420115260300_b12","doi-asserted-by":"crossref","unstructured":"Eighmey, J. and McCord, L. (1998), \u201cAdding value in the information age: uses and gratification of sites on the worldwide web\u201d, Journal of Business Research, Vol. 41 No. 3, pp. 187\u201094.","DOI":"10.1016\/S0148-2963(97)00061-1"},{"key":"key2022031420115260300_b14","unstructured":"Hanson, W. (2000), Principles of Internet Marketing, South\u2010Western College Publishing, Mason, OH, pp. 260\u20101."},{"key":"key2022031420115260300_b15","doi-asserted-by":"crossref","unstructured":"Huberman, E.A., Pirolli, P.L.T., Pitkow, J.E. and Lukose, R.M. (1998), \u201cStrong regularities in world wide web surfing\u201d, Science, Vol. 280 No. 5360, pp. 95\u20107.","DOI":"10.1126\/science.280.5360.95"},{"key":"key2022031420115260300_b16","doi-asserted-by":"crossref","unstructured":"Katerattanakul, P. (2002), \u201cFramework of effective web site design for business\u2010to\u2010consumer internet commerce\u201d, INFOR, Vol. 40 No. 1, pp. 57\u201070.","DOI":"10.1080\/03155986.2002.11732641"},{"key":"key2022031420115260300_b17","unstructured":"Kerlinger, F.N. and Lee, H.B. (2000), Foundations of Behavioral Research, 4th ed., Wadsworth, Belmont, CA."},{"key":"key2022031420115260300_b19","doi-asserted-by":"crossref","unstructured":"Liu, S.P., Tucker, D., Koh, C.E. and Kappelman, L. (2003), \u201cStandard user interface in e\u2010commerce sites\u201d, Industrial Management & Data Systems, Vol. 103 No. 8, pp. 600\u201010.","DOI":"10.1108\/02635570310497648"},{"key":"key2022031420115260300_b21","doi-asserted-by":"crossref","unstructured":"Newman, E.J., Stem, D. Jr and Sprott, D.E. (2004), \u201cBanner advertisement and web site congruity effects on consumer web site perceptions\u201d, Industrial Management & Data Systems, Vol. 104 No. 3, pp. 273\u201081.","DOI":"10.1108\/02635570410525816"},{"key":"key2022031420115260300_b23","doi-asserted-by":"crossref","unstructured":"Peng, K.F., Fan, Y.W. and Hsu, T.A. (2004), \u201cProposing the content perception theory for the online content industry \u2013 a structural equation modeling\u201d, Industrial Management & Data Systems, Vol. 104 No. 6, pp. 469\u201089.","DOI":"10.1108\/02635570410543780"},{"key":"key2022031420115260300_b24","doi-asserted-by":"crossref","unstructured":"Reeves, C.A. and Bednar, D.A. (1994), \u201cDefining quality: alternatives and implications\u201d, The Academy of Management Review, Vol. 19 No. 3, pp. 419\u201045.","DOI":"10.5465\/amr.1994.9412271805"},{"key":"key2022031420115260300_b25","unstructured":"Shafer, D. (2004), \u201cMeasuring online communities\u201d, available at: www.onlinecommunityreport.com\/features\/metrics (accessed September 23, 2004)."},{"key":"key2022031420115260300_b26","doi-asserted-by":"crossref","unstructured":"Szmigin, I. and Carrigan, M. (2001), \u201cLearn to love the older consumers\u201d, Journal of Consumer Behaviour, Vol. 1 No. 1, pp. 22\u201034.","DOI":"10.1002\/cb.51"},{"key":"key2022031420115260300_b27","doi-asserted-by":"crossref","unstructured":"Thorbjornsen, H. and Supphellen, M. (2004), \u201cThe impact of brand loyalty on web site usage\u201d, Journal of Brand Management, Vol. 11 No. 3, pp. 199\u2010208.","DOI":"10.1057\/palgrave.bm.2540166"},{"key":"key2022031420115260300_b28","doi-asserted-by":"crossref","unstructured":"Wang, Y.S. and Tang, T.I. (2003), \u201cAssessing customer perceptions of web site service quality in digital marketing environments\u201d, Journal of End User Computing, Vol. 15 No. 3, pp. 14\u201031.","DOI":"10.4018\/joeuc.2003070102"},{"key":"key2022031420115260300_b29","doi-asserted-by":"crossref","unstructured":"Zauberman, G. (2003), \u201cThe intertemporal dynamics of consumer lock\u2010in\u201d, Journal of Consumer Research, Vol. 30 No. 3, pp. 405\u201019.","DOI":"10.1086\/378617"},{"key":"key2022031420115260300_frg1","doi-asserted-by":"crossref","unstructured":"Datta, A., Dutta, K., Thomas, H. and VanderMeer, D. (2003), \u201cWorldwide wait: a study of internet scalability and cache\u2010based approaches to alleviate it\u201d, Management Science, Vol. 49 No. 10, pp. 1425\u201044.","DOI":"10.1287\/mnsc.49.10.1425.17312"},{"key":"key2022031420115260300_frg2","unstructured":"Estell, L. (2001), \u201cAfterschool savings\u201d, Incentive, Vol. 175 No. 5, p. 13."},{"key":"key2022031420115260300_frg3","doi-asserted-by":"crossref","unstructured":"Larkin, M. (2004), \u201cHospice sites extend a comforting hand\u201d, The Lancet, Vol. 356 No. 9241, p. 1617.","DOI":"10.1016\/S0140-6736(05)74470-6"},{"key":"key2022031420115260300_frg4","doi-asserted-by":"crossref","unstructured":"Milne, G.R. and Rohm, A.J. (2000), \u201cConsumer privacy and name removal across direct marketing channels: exploring opt\u2010in and opt\u2010out alternatives\u201d, Journal of Public Policy and Marketing, Vol. 19 No. 2, pp. 238\u201049.","DOI":"10.1509\/jppm.19.2.238.17136"},{"key":"key2022031420115260300_frg5","unstructured":"O'Leary, M. (1999), \u201cWeb measurers wrestle with methodologies\u201d, Online, pp. 105\u20106."}],"container-title":["Industrial Management &amp; Data Systems"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/02635570510606978","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/02635570510606978\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/02635570510606978\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T23:37:34Z","timestamp":1753400254000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/imds\/article\/105\/6\/737-751\/176592"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2005,8,1]]},"references-count":29,"journal-issue":{"issue":"6","published-print":{"date-parts":[[2005,8,1]]}},"alternative-id":["10.1108\/02635570510606978"],"URL":"https:\/\/doi.org\/10.1108\/02635570510606978","relation":{},"ISSN":["0263-5577"],"issn-type":[{"type":"print","value":"0263-5577"}],"subject":[],"published":{"date-parts":[[2005,8,1]]}}}