A typology of Web site objectives in high technology business markets

Abstract

Examines Web sites of firms in high technology business markets, and identifies three categories of sites: image building sites, sales assistance sites, and integrated sites. This categorisation is derived from a content analysis of the Web sites of 150 members of the American Electronics Association. The motives for establishing a Web site, site objectives, the Web site planning process and methods of evaluating site effectiveness were investigated through e‐mail interviews with the people responsible for the Web sites in 28 firms. The results reinforce the importance of links from objectives through implementation, control and effectiveness/performance assessment.

Citation

McNaughton, R.B. (2001), "A typology of Web site objectives in high technology business markets", Marketing Intelligence & Planning, Vol. 19 No. 2, pp. 82-87. https://doi.org/10.1108/02634500110385318