Search results

This paper addresses the effectiveness of Web site capabilities. It is intended to empirically determine the importance of site properties for Internet sales performance. More specifically, we consider the relationship of characteristics such as navigability, interactivity, multimedia design and marketing communications content with sales attributed to the Internet. Advanced econometric modeling of cross‐section data on business‐to‐business firms demonstrates that interactive responsiveness of the site, enabling customized interactive programs and club membership, fast‐downloading multimedia, such as frames and animation, corporate information stressing corporate positioning and active information submission on behalf of the target audience may influence sales performance. Important implications for optimization of business‐to‐business Internet strategies are also considered.

This study investigated differences between Web‐shoppers and non‐shoppers, in terms of compatibility, relative advantage and demographics. Stepwise discriminant analysis was applied on a sample of 165 personally interviewed consumers, which showed that compatibility and relative advantage were overall successful, whereas, demographics were unsuccessful, in distinguishing Web‐shoppers from non‐shoppers. Significant variables included three factors of compatibility (use of direct shopping; use of Web browsing activities at home; and use of Web browsing activities at the office), and two factors of relative advantage (motives; and impediments). Managerial implications for targeting prospective Web‐shoppers and designing better‐grounded consumer Web‐marketing strategies are also discussed, together with study limitations and directions for future research.

The availability of online databases provides corporate executives with a valuable set of resources for the development of marketing strategies and tactics. This paper provides an example of how an online “mailing file” can be used to guide a company's efforts to identify new business prospects. As a result, this paper demonstrates how the management of Internet databases, if used properly, can enhance a company's competitive position.