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Going with the flow: Web sites and customer involvement

Deon Nel (Professor of Marketing, Graduate School of Business, University of Cape Town, Cape Town, South Africa)
Raymond van Niekerk (Graduate Research, Graduate School of Business, University of Cape Town, Cape Town, South Africa)
Jean‐Paul Berthon (Research Assistant, Cardiff Business School, Cardiff, UK)
Tony Davies (British Telecom Professor of Electronic Commerce and is Director and Founder of the Electronic Commerce Innovation Centre, at the University of Cardiff, Cardiff, UK)

Internet Research

ISSN: 1066-2243

Article publication date: 1 May 1999

2571

Abstract

This paper investigates a structure of commercial Web sites, and then attempts to analyse various patterns that emerge which may be of future use as a guideline to businesses that intend establishing a Web presence. Key to the understanding of these patterns is a clearer grasp of the implications of human interaction with the new medium. The focus is on an experiential construct, namely flow, and how this might vary by Web site, and on using this to begin to unravel the secrets of good commercial Web site design and its implications for business.

Keywords

Citation

Nel, D., van Niekerk, R., Berthon, J. and Davies, T. (1999), "Going with the flow: Web sites and customer involvement", Internet Research, Vol. 9 No. 2, pp. 109-116. https://doi.org/10.1108/10662249910264873

Publisher

:

MCB UP Ltd

Copyright © 1999, MCB UP Limited

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