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政府网站用户行为特性及其应用研究
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摘要
传统的信息行为研究中,研究的方向主要集中在行为动机、行为影响因素、行为过程及行为要素建模等方面,定性的研究较多,而定量的研究由于受研究工具及研究条件所限,往往只考查了有限的、且多为主观度量的行为属性,对行为主体实际发生行为所表现出的特性则缺少有效及客观地量化观测。由于缺少较为夯实的数据基础,传统的信息行为研究因此还多停留在粗粒度地行为考察和以定性为主的分析。以政府网站的用户行为为例,目前我国政府网站对于其用户的需求及行为普遍缺乏认知与了解,相关的研究也多停留在上述层面的分析,难以为现实工作提供实际参考和指导。
     本人从两年前开始接触基于点击流的网站分析工具,借助国家信息中心的有关业务推进,尝试将相关工具应用到了政府网站的用户行为分析中,经过一年多的实践和工具改造,形成了一套适应政府网站的网站分析工具,并将其应用于数百家政府网站,从而为本研究积累了大量的研究素材与研究数据。通过近半年对累计数据分几个批次的处理及分析,最终形成了本文相关研究主题的研究基础。
     通过对相关研究的回顾和相关实践的积累,本文形成了具体的研究思路和研究框架:通过对政府网站用户访问过程中点击流数据的采集与分析,本文重点从用户的访问质量、访问时间、访问来源以及访问需求四个方面描述了当前我国政府网站用户行为的基本特征,并考察了其用户行为特征随用户访问经验变化的演化规律;对用户行为的主要的几种类型:搜索、浏览、交互做了基于大量行为属性数据的行为量化分析,考察了政府网站用户各类型行为的行为偏好及其行为特性;总结和检验了影响政府网站用户行为的部分影响因素;并针对当前我国政府网站面临的各类问题,提出了基于用户行为特性的政府网站优化若干策略。
     由于本文基于的网站样本和分析的周期有限,因此本文研究的有关结论还有待后续的进一步验证和扩展。
Traditional researches on information behavior mainly focus on motivations, influencingfactors, and modeling of procedure and elements. In this field, due to constraints of research toolsand conditions, qualitative researches were prevail, while quantitative ones were deficient as theyonly examining limited or subjective behavioral attributes rather than measuring them objectivelyand effectively. With less sufficient data, most researches only studied coarse-grained behaviorand analyzed it qualitatively. To government website(GW) users, for example, their needs andbehavior are also not well learned and understood by stakeholders and researchers, and fewresearch about them can provide practical guidance for actual work.
     In last two years, I get to utilize web analytic tools to analyze GW user behavior in researchprojects of State Information Center. By applying adapted tool to hundreds of GWs and periodicaldata processing and analysis, I get lots of research data and material to support theme research ofthis study.
     By virtue of research review and actual practice, I formed research approach and framework:through collecting and analyzing clickstream in access process of GW users, this paper describedfeatures of Chinese GW user behavior by metrics of visit quality, access time, traffic source anduser needs; discovered how such characteristics change as the user gets familiar with the website;analyzed preferences and patterns of primary visiting ways: searching, browsing and interactingbased on mass quantitative data; summarized and examined some of factors that influence GWuser behavior; proposed a number of strategies to optimize GW in view of its extant problems andcharacteristics of its user behavior.
     Confined by sample and analysis cycle, conclusions of this study have yet to be furthervalidated and extended.
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