New Trends in Web User Behaviour Analysis

The analysis of human behaviour has been conducted within diverse disciplines, such as psychology, sociology, economics, linguistics, marketing and computer science. Hence, a broad theoretical framework is available, with a high potential for application into other areas, in particular to the analysis of web user browsing behaviour. The above mentioned disciplines use surveys and experimental sampling for testing and calibrating their theoretical models. With respect to web user browsing behaviour, the major source of data is the web logs, which store every visitor’s action on a web site. Such files could contain millions of registers, depending on the web site traffic, and represents a major data source about human behaviour. This chapter surveys the new trends in analysing web user behaviour and revises some novel approaches, such as those based on the neurophysiological theory of decision making, for describing what web users are looking for in a web site.

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