Playing the links: Interactivity and stickiness in .com and not.com Web sites

Debora Shaw

Abstract


Creators of commercial (.com) and non-commercial (not.com) Web sites presumably have different goals, which may be revealed in the number and nature of links from the sites. This study examines links from the home pages of heavily used Web sites, finding that commercial sites have more links. Not.com sites vary considerably in linking behavior, with .gov and .org sites having the most links. Commercial sites have a lower percentage of links to outside sites, possibly an indication of design for stickiness to keep visitors on site while .net sites show the highest rate of external linking.

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DOI: http://dx.doi.org/10.5210/fm.v6i3.837



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