A Methodology and Investigation of an eLoyalty Metric, Consumer Bookmarking Behavior


  • Jamie Murphy,

    Corresponding author
    1. Jamie Murphy's hospitality background and MBA led to an international marketing career and a Ph.D. studying the Internet. His industry and academic career spans five continents and includes publications in both academic journals and leading newspapers such as The New York Times and Wall Street Journal. His research focus is effective use of the Internet for citizens, businesses and governments.
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  • Charles F. Hofacker

    Corresponding author
    1. Charles F. Hofacker's academic career includes publications in major marketing and psychology journals and lecturing in the US and Italy. His current research investigates “what makes people click?” on Web links and Web banners. He studies optimal Web page design issues and Web ad banner click through probabilities from an empirical and behavioral approach using CGI scripts and live websites to perform randomized experiments. He has also written a textbook on Internet Marketing.
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Address: Business School, University of Western Australia, Crawley, WA, 6009 Australia. Tel: + 61 8 6488 1979, fax: + 61 9 6488 1055. Web: http://www.imm.uwa.edu.au/~jmurphy/

Address: College of Business, Florida State University, Tallahassee, FL, USA, 32306-1110. Tel: (850) 644-7864. Fax: (850) 644-4098. Web: http://garnet.acns.fsu.edu/~chofack/


This paper presents a simple and novel method to investigate an important indicator of a website's appeal as well as the relationship between a firm and its online consumers — namely, bookmarking behavior. Analyzing data from two inter-related hospitality industry websites and a genealogy site demonstrated the applicability, validity and future research directions for this eLoyalty metric. Similar to past studies of interest in a site, bookmarking a site becomes increasingly likely as a visitor views more pages on the site. Bookmarking was more likely during non-work hours, suggesting non-work related browsing on these sites. Finally, those visitors using the latest browser version were slightly more likely to engage in bookmarking.