Modeling the Stakeholder's Behavior on the Base of Online Inquiries about Tertiary

Abstract

The article substantiates the relevance of solving the problem of modeling the online behavior of stakeholders of higher education institutions, which is explained by the increasing weight of the online functioning of subjects of all types of economic activity under conditions of quarantine restrictions. The research methods were critical analysis, statistical methods, methods of recurrent analysis. The research is based on the assertion that online stakeholder behavior can be investigated in terms of the frequency of searches for higher education institutions' websites in search engines. six institutions of higher education in the public and private sectors were studied. The public sector was represented by the three leaders of the TOP-200 Ukraine 2020 rating. The research period is from October 18, 2015 to June 18, 2020. The results of graphical interpretation and recurrent analysis of the time series of the frequency of queries about higher education institutions in search engines have proved a different measure of recurrence of the online behavior of stakeholders, the formation of a linear trend, which is explained by seasonal bursts of information activity and the identification of stable interest of the target audience during the annual introductory campaigns. The short-term loss of recruitment of the states of the behavior of stakeholders at certain intervals of time was determined, or the dynamic system showed a smaller number of recurring states than in the previous period of the study. Despite the revealed persistence of the dynamics of the behavior of stakeholders, in different periods of the study there is a random component and overload of concentration in the active stage of the introductory campaign. Separately, the problem of the quality of the websites of higher education institutions from the point of view of usability criteria is noted, the need to evaluate which will be devoted to the next research article.