| Summary: | 碩士 === 國立臺北大學 === 資訊管理研究所 === 99 === Surfing the web has become one of the important and indispensable activities in people’s daily life, and Internet is a great channel to collect people’s usage data. However, studies in the past seldom analyzed online behavior through multiple sites. This study found out user’s online information behavior among different categories and sites in both user-centric and site-centric view. 545 users’ clickstream data from July to September, 2010 collected from an online panel’s clickstreams were aggregated to derive the information behavior rules. Website’s categories include “news”, “shopping”, “auction”, “search engine”, “micro blog”, “social network” and “online video”sites. In user-centric approach this paper used unique visitor analysis, duration, time, weekday-weekend and period of time analysis with gender and ages to realize the pattern of different users through multiple categories and sites in the different time, and in sit-centric approach this paper used Cochran test, correspondence analysis and association rule to gather site in the graph and realize the relationship or the categories and sites were competitive or complementary. Finally, this study also provided several in-depth discussions and implications for future internet marketing.
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