The Continuous Service Usage Intention in the Web Analytics Services

The World Wide Web (WWW) has continued to grow at very rapid speed in both the sheer volume of traffic and size, complexity of web sites. Web analytics industry also has been growing rapidly. Web analytics is to analyze web log files to discover accessing patterns of web pages. In our work described in this paper, we identify factors which can affect the continuous usage intention of a firm using services in Web Analytics service and empirically validate the relationships between the identified factors. For this purpose, we analyze 174 Korea firms. The analysis results show that the satisfaction is significantly associated with service quality and switching cost and the service usage period is not significantly associated with continuous service usage intention. We measure service quality using SERVQUAL. It turn out that two dimensions of SERVQUAL, reliability and empathy are significantly associated with satisfaction, but another dimension of SERVQUAL, responsibility, is not. Finally, satisfaction is significantly associated with continuous service usage intention.