Schubert, Petra; Selz, Dorian
Informationen zu den folgenden Autoren vorhanden:
Schubert, Petra
Selz, Dorian.
Referenz:
Schubert, Petra; Selz, Dorian (2001): Measuring the effectiveness of e-commerce Web sites, in: Barnes, Stuart; Hunt, Brian (Hrsg.), E-Commerce and V-Business: Business Models for Global Success, S. 83-102, Oxford: Butterworth-Heinemann, 2001.
Abstract:
Successfully conducting business on the Internet calls for new marketing paradigms that meet the requirements of the unique combination of its inherent characteristics: electronic markets, technological platform, and marketing issues. In this context, electronic markets are the framework in which market transactions are performed on the Internet. Underlying Internet technology forces marketing activities to be different from the ones applied to traditional sales channels and performance marketing is the essential ingredient for creating the best offering for the customer. The Web Assessment model unites these ingredients into a unified approach for the evaluation of commercial Web sites. The Web Assessment methodology has been developed over the last one and a half years and the initial ideas have appeared in conference proceedings (Selz and Schubert 1997a; Selz and Schubert 1997b, Schubert and Selz 1999). Based upon the Web Assessment methodology a software tool has been created in order to enable Web users to make an online evaluation of their favorite Web sites. The paper describes the underlying model and presents preliminary usage observations. The findings outlined in this paper were collected from participating Internet users who completed the online questionnaire. The data is a collection of subjective user assessments of various Internet commerce applications. There are various kinds of observations which can be made with the Web Assessment tool. We selected examples portraying a "single company profile" and an "inter-business comparison". The inter-business comparisons is explored in more detail using the examples of two bookstores – the virtual Amazon.com versus the traditional bookseller Barnes & Noble.
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