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An emerging model of Web site design for marketing
Open accessAbstract
The Web has created a new revolution in marketing by providing much more than just a new medium through which organizations can communicate with the public. The main contention here is that the impact of this new technology on an organization's Web-based marketing activities and its Website design are driven by the interaction among the firm's market offering, marketing activities and technical characteristics. This study examines corporate Web sites to analyze the use of these sites to support marketing activities including promotional activities, sales, service, and support. In addition, the technical dimensions of Web sites are examined in detail. The model supported in this article suggests a series of guidelines and strategic managerial considerations. The organization needs to recognize that Web site design is determined by the interaction between the firm's marketing functions and technological characteristics. Other factors, such as the level of consumer involvement, information search costs, and innovation in technology might also play a role in Web site design. Additionally, high involvement products would be less likely to be sold online.
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Cited by
Determining Uses and Gratifications for the Internet
Stafford, T. F., Stafford, M. R., & Schkade, L. L. (2004) · Decision Sciences · doi:10.1111/j.00117315.2004.02524.x · Cited by 1,010
Analysis of e-commerce innovation and impact: A hypercube model
Wu, J.-H., & Hisa, T.-L. (2004) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2004.05.002 · Cited by 102
(2001) · Journal of the Association for Information Systems · Cited by 37
Metadata
- Authors
- Palmer, J. W., & Griffith, D. A.
- Venue
- Communications of the ACM
- Published
- 1998-03
- Volume
- 41
- Issue
- 3
- Pages
- 44-51
- ISSN
- 0001-0782 (ISSN-L)
- 1557-7317
- OpenAlex
- W2022546092
- Cited by
- 258
- References
- 0
- FWCI
- 61.75
- Type
- journal article
- Language
- en
- Open access
- bronze
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
