Analysis of the Web User Behavior with a Psychologically-Based Diffusion Model

This work presents a new application of a mathematical theory of psychological behavior from Usher and McClelland and the random utility model from McFadden, to the web user behavior. The model describes the stochastic behavior of a general kind of web users, consisting of the probability of following a hyperlink for a specific length of time. The simulation experiment together with the artificial agent illustrates behavioral patterns characteristic of human subjects.