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。 This article divides the e-commerce access traffic into direct and indirect access according to the source, and explores the relationship between access traffic source, browsing stickiness, and purchase conversion rate from these two types of access itself and different types of websites. We used 80,000 users to conduct empirical analysis of web browsing and online shopping records in January 2008. We found that direct visitors and indirect visitors do indeed have statistically significant differences in browsing time and purchase conversion rates, and further to different types of websites. The visitor traffic and purchase conversion rate were analyzed. The research conclusions provide reference for excavation of visitor value and website development marketing strategy.