中文摘要：

本文将电子商务访问流量按照来源分为直接访问和间接访问，从这两类访问本身以及不同类型网站这两个层面来探索访问流量来源与浏览黏性和购买转化率的关系。我们采用8万名用户在2008年1月份的网页浏览和在线购物记录进行实证分析，发现直接访客和间接访客的确拥有统计上显著不同的浏览逗留时间和购买转化率，并且进一步对不同类型的网站的访客流量和购买转化率进行了分析。研究结论为挖掘访客价值和网站制定营销策略提供了借鉴意义。

英文摘要：

This study divided website traffic into direct visit and referred visit. We explored ecommerce website stickiness and conversion rate from such a perspective of website traffic source, by conducting statistical analysis on a detailed online browsing and purchasing records of almost 90,000 households. The aggregated-level analysis indicates a statistically significant difference in the browsing duration and purchase conversion between direct visitors and indirect visitors. We further discuss the traffic pattern for different types of websites that manage online business. This research helps to understand different behavior and thus different value of visitors who come to a particular ecommerce website in different ways, revealing some inspiration in digging visitor value and making marketing strategy