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The objective in this study is to evaluate the mediating role of personal factors affecting the Web behaviour and in turn the length of Web sessions as a highly‐subjective variable among individuals. This could be used to explain and improve the users’ experience of being and acting in the Web. The present study uses a flow‐ versus goal‐directed theoretical and practical approach to determine the influence of personal factors on Web behaviours and session lengths. A field study of 209 Web users was conducted to validate measures used to operationalise model variables and to test the hypothesised network of relationships using partial least squares (PLS) as a second‐generation multivariate analysis technique. The study findings indicate that experiential behaviour, followed by goal‐directed behaviour, has the largest influence on the lengths of Web sessions.
Sánchez‐Franco et al. (Sun,) studied this question.