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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/122353

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/122353

Title:	The Internet audience: Web use as mass behavior
Authors:	林淑芳 Webster, James G.;Lin, Shu-Fang
Contributors:	廣告系
Date:	2002-01
Issue Date:	2019-02-15 12:00:31 (UTC+8)
Abstract:	We conceive of the Internet as a medium of mass communication, and we analyze 2 behavioral features of its audience: size and duplication. Internet audiences are highly concentrated in the most popular Web sites, conforming to Pareto`s Law. Duplication across pairs of Web sites is explained by the size o f the audiences unique to each site in the pair, conforming to Goodhardt`s duplication of viewing law. In addition, similarities o f content or domain modestly increase duplication across Web sites. A 4-variable model explains over 80% o f the variance in duplication.
Relation:	Journal of Broadcasting & Electronic Media, Vol.46, pp.1-12
Data Type:	article
DOI 連結:	https://doi.org/10.1207/s15506878jobem4601_1
DOI:	10.1207/s15506878jobem4601_1
Appears in Collections:	[廣告學系] 期刊論文

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