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柑臻杭
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1 2003 年行理葉理了路行年路年不來路率便利路流量行理錄 (Log Analysis) 率留類數留度連率旅便行來類了理來利錄 (Log Analysis) 流量念 The Browsing Behavior of E-Government Website An Log Analysis Approach Luke Y.C Hsiao I-Shou University Shangpao Yeh Wu-Feng Institute of Technology Abstract To broaden the popularity of Internet, the Research Development and

2 208 Evaluation Commission of Executive Yuen has set to reach three million Internet users in three years as its primary goal. Through the collaborative efforts made by the Commission, the three-year Electronic/Internet Government project was launched to directly benefit the general public by offering efficiency and convenience of the E-government services. Log-analysis was used as a mean to evaluate web visitors browsing behaviors (including time of browsing, duration, re-visit of website, browsing preferences) and the website design orientation (browsing rate, path, and duration of particular site). The results indicate: 1) low revisiting rate, 2) short duration of browsing, 3) high error message. In addition, the ignorance of governmental service information rather than Taiwan tourism information is an important issue for the web design. Recommendations, limitations, as well as suggestions are also discussed. Keyword: E-government, log analysis, users perception, concept of traffic flow, entry point. 論異不論度連率念了了率年林理念了年了路更年力了數 Seednet 行行不落度行來 Seednet 料路狀行行參利 Webtrends

3 Electronic Commerce Studies 209 log 錄類留錄理來留留錄留若留來留錄錄例數錄留數量錄料參數路路量 1968 年了不連利便 1999 路路年路連了 2001 兩路連度路來說便來行更樂路更了念電年林 (Reengineering Through information Technology) 念利行率

4 210 立便利說路連立更便 1998) Tapscott(1996) 說路連連數連例裡 Schorr and Stolfo(1998) 參論 (1999) 說行理便來數利路不率念利便利率念利路便便念類流不理參利行料行易理連行易理利料理利利立錄率料料路料理行路行理路理

5 Electronic Commerce Studies 211 行易數路零離六年數路識力理系統, 進行環境及交通運輸等規劃 ( 行政院研考會,1997) 林 1993 年率藍列行年年理行年不識行率量行率便力年行年立行 NII 行行路了路更參路 (Government Service Network, GSN) 路 ( 年年行路 Gopher 料流錄 Gopher 連 (World Wide Web, WWW) 路連 Gopher 陸了便 Gopher 料流錄索更便索連年年

6 212 率路年行便 (Search Engine) 料理 (Data Base Management System, DBMS) 更索索 (Web-based) 料理 GAIS 路索年路來臨行六年路路路路連利路行六年路 (GSN) 路連年連 GSN 陸路路立參錄 Log Analysis 數年 Web E 浪不路量理領量來量例 (Resnick, M. L. and R. Montania, 2003) 度 (Benbunan-Fich, 2001; Bevan, 2001) 理論度行 (Zhang and von Dran, 2001; Small, 1998) Web 略 (Simeon, 1999; Auger and Gallaugher, 1997) (McMurdo,1998) 連 (Bauer, 2000) WebTrends ( log Log Analysis World Wide Web 路 Log Analysis 路

7 Electronic Commerce Studies 213 路歷路錄便理路行了 Log Analysis 料 (hits) 數 (Rick, 1997) Log Analysis 路流量量 (Maxwell, 2001) 理 web cookies 理行路連留 demographic data 例了了理 (Rubin and Reimundez, 1998) Log Analysis 理路行行 (Nick, 2001) Syracuse University) 利 Log Analysis 了不 (Rubin and Reimundez, 1998; Bauer, 2000) Log Analysis 了流量念更列 Log Analysis 切了度度 Log Analysis Log Analysis 行 Web 類料類 ( ) 料 (Access log) 路留料了 a. 路 (Domain Name) IP 路連便留路錄例 supervirus.com isu.edu.tw..com.edu.tw 路 b. 度 (User name) (Password) 料路

8 214 路理錄料便理 c. 12/Jun/2002:00:00: 錄路理理不便料錄流量若流量理行 ( ) (Analysis of access) 了料類什來行列例龍理 (Brower) 行類不 ( 領 Netscape 路 Microsoft Internet Explorer LYNX Mosaic 不 (Browser version) 不例領 1.0 Netscape1.0 不 (Operating system) 不不不 Windows 95 Win95 金 Macintosh SunOS 錄理不理浪歷狀列不便 ( ) (Error Log) 路 404 了錄例錄 1996 年了列 404(Error 404) 理理理連

9 Electronic Commerce Studies 215 (Stopped transmission) 理了例了理連理數 ( ) (Referrer Log) 連連錄例例 Altavista 行 Alta Vista 列料 (Refferal) 了連來類連 404 例了理來 404 Log 錄 Hit Hit 連了 Hit Hit Hit 數量來不 Visits 數量錄不 Hit 不論數量 Hit Visit 錄留度 ( ) 錄錄 Log 數錄

10 216 錄 Log 數量錄錄 Log 料錄錄 Log 離來錄料 Log Analysis Web 理不領例路利便 ( log 切行 log 錄聯數 (Seednet) 年六錄理來錄料 log 錄 Unit Q 理 Log Analyzer 理 Log Analysis 錄料 ( 1.6 Gigabyte) 了便利行錄列行理 a. 料理 (Data Cleaning) 不不料例錄 HTTP 錄 HTTP 料 b. 料 (Data Integration)

11 Electronic Commerce Studies 年異不了力行料 c. 料 (Data Transformation) 錄易便行例錄 ( 例 12/Jun/2002:00:00:22) 易理 ( ) Webtrend 2002 年六兩累料 ( ) Hit 數 1 兩兩 Hit 數不 Hit 數烈度 Hit Hit 數若數 Visitors( 數 ) 1 數量數 20,446,703( 數 ) Hit 數數 335,191( 數 ) 數 871,563( 數 ) Visit 數數 481,491( ) 數 7,893( ) 數 212,389( 數 ) Visit 數數 157,238( 數 ) 數 55,151( 數 ) 料來 Seednet 數聯 2002, 6 7 ( ) Visitors 數 Webtrend 年六年兩數 212, 389 3,481(212,389/61) 說率不路行 2 7,893 數更不 1,000 數

12 218 了數不數更力不更利了不略念便 Yahoo( ) Sina( 浪 ) Dreamer( ) PChome 連料來 Seednet 數聯 2002, 數 2 數數數數 212, % 157, % 32, % 9, % 3, % 1, % 六 1, % % % % 4, % 料來 Seednet 數聯 2002, 6 7

13 Electronic Commerce Studies 219 留數 2 數了數六利六離行更來六六不數數利料來 Seednet 數聯 2002, 6 7 數留參 3 3 留料留數了例留數留例說若來理理留例了裡離

14 220 料來 Seednet 數聯 2002, 6 7 留留留數 , % , % , % 3 4 7, % 4 5 5, % 5 6 4, % 6 7 3, % 7 8 2, % 8 9 2, % , % 省略料來 Seednet 數聯 2002, 6 7

15 Electronic Commerce Studies 221 數數數 1 145, % 2 78, % 3 58, % 4 42, % 5 59, % 6 20, % 7 15, % 8 10, % 9 8, % 10 5, % 11 4, % 12 31, % 料來 Seednet 數聯 2002, 6 7 留 4 數不立離陸論 ( ) Log Log 錄錄路若不易錄 ( ) Log 不 Log 不例了料理 ( ) Log 易行不便年六兩錄年行更 ( ) 不

16 222 Log file 了料 IP 便了 IP 例數數了 (Bauer, 2000) ( ) (caching) Caching (browser) URL 來 (server) 不 (request) 不錄 log file cookies (Bauer, 2000) 來流量錄 (Log Analysis) 理度類論理來行切行 (Ozmutlu, Spink, and Ozmutlu, 2002) 行理例類不行理良數率不路行 Yahoo( ) Sina( 浪 ) Dreamer( ) PChome 連留便離留

17 Electronic Commerce Studies 223 立率參 www - 例行論 1999 年 1998 年念 1999 年六 4-8 行 1996 年 Auger, M. and J. Gallaugher. Factors Affecting the Adoption of an Internet-Based Sales Presence for Small Businesses. The Information Society, Vol.13, Issue 1, 1997, pp Bauer K. Who goes there? Measuring library web site usage. Online. January/February issue pp Benbunan-Fich, R Using Protocol Analysis to Evaluate the Usability of a Website. Information and Management, Vol. 39, Issue 2, 2001, pp Bevan, R. M. The Nature of Value Created by UK Online Grocery Retailers. International Journal of Consumer Studies, Vol. 25 Issue 4, 2001, pp McMurdo, G. Electronic Writing: Evaluating Web Information and Design. Journal of Information Science, Vol. 24, Issue 3, 1998, pp Maxwell, N. Search log analysis great tool for frank customer research. Marketing News, Vol. 35, Issue 24, 2001, pp Ozmutlu, H. C., A. Spink, and S. Ozmutlu. Analysis of Large Data Logs: An Application of Poisson Sampling on Excite Web Queries Information Processing and Management, Vol. 38, Issue 4, 2002, pp Resnick, M. L. and R. Montania. Perceptions of Customer Service, Information Privacy, and Product Quality From Semiotic Design Features in an Online Web Store. International Journal of Human-Computer Interaction, Vol. 16, Issue 2, 2003, pp Rubin, J. H. and Reimundez, R. Log-analysis tools: Site server is on the right track. Network Computer, Vol. 9, Issue 17, 1998, pp.

18 Schorr, H, and S. J. Stolfo. A Digital Government for the 21st Century. Communications of the ACM, Nov, 1998, p15 Scott, R Web site traffic reports: A simple analysis. NetGuide, Vol. 4, Issue 3, 1997, pp Simeon, R. Evaluating Domestic and International Web-site Strategies. Internet Research: Electronic Networking Applications and Policy, Vol. 9 Issue 4, 1999, pp Small, J. Abusing Web Readers. Design Spring 1998 Issue 66 p Tapscott, D. Government Can Use the Net to Deliver Services, Computerworld, Vol. 35 Issue 18, 2001, p33. Zhang, M. and von Dran G.. User Expectations and Rankings of Quality Factors in Different Web Site Domains. International Journal of Electronic Commerce, Vol. 6, Issue 2, 2001, pp 蕭元哲先生為美國南加州大學 (USC) 公共行政博士, 現為義守大學公共政策暨管理系副教授, 電子郵件信箱為 ychsiao@isu.edu.tw 葉上葆先生為美國韋伯斯特大學管理博士, 現為吳鳳技術學院國際企業管理系副教授, 電子郵件信箱為 spyeh@mail.wfc.edu.tw

地方公共服務績效比較評量之探討—標竿學習策略的觀點

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