A Study of User Downloading Behavior in Mobile Internet Using Clickstream Data

With continued expansion of the Mobile Internet users, Mobile Internet has become an important tool for capturing information, transaction, and social interaction. For the scholars, focus on the Mobile Internet users´ online visiting behavior and try to obtain some yardsticks to gauge the success of Mobile Internet websites and content sites become an important task. However, the owing to the difficulty of accessing the transaction logs, academically the clickstream gold mine is underexploited. Especially, the research which based on the mobile service clickstream data is still rarely, which result in the lack of theory guidance and support for the Mobile Internet or content provider when they want to measure the site performance. In an attempt to fill in the gap, we use the WAP site clickstream data to capture the users´ visiting behavior. In addition, we will examine the relationship between visit frequency, visit duration, visit depth and download quantity.