This study examines the interplay between website traffic and website visit duration. Using 12 pairs of similarly-sized, competing Fortune 100 companies, this study uses a paired sample comparison of means to evaluate a website's activity. The study finds that firms that have more frequent website visits than their closest Fortune 100 competitor typically have shorter website visits than that same competitor. Gender was found to influence this relationship. Implications for researchers and managers are discussed.
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Dave Bussière (2008) studied this question.
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