Personal factors affecting users’ Web session lengths

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Abstract
The objective in this study is to evaluate the mediating role of personal factors affecting the Web behaviour and in turn the length of Web sessions as a highly‐subjective variable among individuals. This could be used to explain and improve the users’ experience of being and acting in the Web. The present study uses a flow‐ versus goal‐directed theoretical and practical approach to determine the influence of personal factors on Web behaviours and session lengths. A field study of 209 Web users was conducted to validate measures used to operationalise model variables and to test the hypothesised network of relationships using partial least squares (PLS) as a second‐generation multivariate analysis technique. The study findings indicate that experiential behaviour, followed by goal‐directed behaviour, has the largest influence on the lengths of Web sessions.

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