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TRAFFIC ANALYSIS OF E-COMMERCE WEBSITES: EXPLORING THE MEDIATING EFFECT OF CONSUMER BEHAVIOR

Chen-Sheng Pai 

Dept. of Business Administration, Asia University, Taiwan

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Ta-Shun Cho *

Dept. of Business Administration, Asia University, Taiwan

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*Correspondence author

Shieh-Liang Chen  

Dept. of Business Administration, Asia University, Taiwan

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Abstract

This study uses Google Analytics 4 as the analytical tool, with the Google Merchandise Store as the data collection. A total of 300,000 active user data points from January 1, 2024, to June 30, 2024, were collected and analyzed to observe the relationships between website traffic, consumer behavior parameters, and their impact on website performance. The following research findings were obtained: First, Website Traffic has a positive impact on Total Revenue. Second, consumer behavior mediating parameters such as Sessions, Engaged Sessions, Event Count, and Conversions mediate the relationship between Website Traffic and Total Revenue. Among these, Engaged Sessions exhibit a full mediating effect, while Sessions, Event Count, and Conversions demonstrate a partial mediating effect. However, Engagement Rate and Average Engagement Time do not show a mediating effect between Website Traffic and Total Revenue. These findings can serve as a valuable reference for e-commerce website operators and digital marketers, helping to guide decisions regarding content creation, SEO optimization, user journey design, shopping experience, checkout processes, as well as planning promotional activities and keywords.

Key Words: E-commerce, Website Traffic, Consumer Behavior, Mediating Effect, Google Analytics