An Empirical Research on the Impact Factors on Website Traffic

摘要

Perspectives from intrinsic and extrinsic this paper analyzes impact factors on website traffic, including business model, attraction of website (clicks, stickiness rate and loyalty rate), speed, external links, relationship among websites (dependence rate and contribution rate). An OLS regression model with Stepwise method is built to analyze every factor’s contribution to the website traffic. The results show that external links, speed and business model especially search engine and portal have significant impact on the website traffic which explains the 49.98% of the dependent variabl’s variation.