An Exploratory Study of the Users' Behavior on Social Network Sites

摘要

This study makes use of Google Analytics data from four social network sites under web 2.0 setting to analyze their users' behavior. Several statistical techniques are used to analyze the data based on the measures across the four companies with seven cases. Some interesting findings indicate that certain patterns emerge according to the characteristics of the web services. Managerial implications are discussed along with suggestions for future research.