Analyzing User Behavior on National R&D Websites through Web Log Analysis: A Case Study of NTIS

This study aims to analyze the weblogs of the National Science and Technology Information Service (NTIS) using Google Analytics 4 (GA4), focusing on user demographics and traffic sources to examine behavioral changes before and after the diversification of promotional content.A comparative analysis of data from 2023 and 2024 shows a decline in new users and an increase in bounce rates in 2024.These trends are driven by a decrease in interest among users in their 20s and a lack of age-targeted content strategies.On the other hand, the increase in average session duration indicates improved user engagement.New users also showed consistent behavior, maintaining the same major traffic channels, media, and sources.Additionally, analyses of behavioral patterns, page views, and return visits revealed a decrease in overall usage compared to the previous year, likely due to a reduction in content events, which negatively affected user acquisition and retention.Based on these findings, the study proposes strategic improvements in NTIS's promotional efforts, including the generation-specific enhancement of content, optimization of social media channels, improvement of user experience (UX), and the adoption of a content recommendation system.These efforts are expected to improve the NTIS website's operational efficiency and service quality.