Website Traffic in Information Centric Settings through Knowledge Management Lens

S Harikrishnan R () and Paul Anindita ()
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S Harikrishnan R: Indian Institute of Management Kozhikode
Paul Anindita: Indian Institute of Management Kozhikode

No 566, Working papers from Indian Institute of Management Kozhikode

Abstract: Prior research has provided valuable insights on the factors driving website traffic in information centric settings. Rapid advancement of ICT, internet and search engine features in the past decade drives the need to revisit the literature of website traffic. In this study, we do an extensive literature review to identify new constructs that extend the existing theoretical framework. We further conceptualize website as a knowledge portal and how the critical success factors of knowledge portals drive website traffic. Finally, we identify how websites as knowledge portals drive traffic by considering a case study of the website, Quora. Essential constructs of website traffic like credibility, interactivity, quality, accessibility and relevance are identified. The advancement of technology and search engines led to the expansion of the constructs credibility and interactivity using appropriate anchors and identifying motivation as a moderator. The major contribution of this research is to develop an integrative theoretical framework to study website traffic in information centric settings.

Keywords: Website Traffic; Knowledge Management; Internet use; Quora (search for similar items in EconPapers)
Pages: 06 pages
Date: 2023-03
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