STRATEGIC DESIGN OF WEBSITES: HOW DO WEBSITE CHARACTERISTICSAFFECT WEBSITE PERFORMANCE?

摘要

The corporate website has emerged as the primary vehicle for inter-organizational and intraorganizationalinformation exchange, as well as for sales and promotion activities. This paper, based onan empirical study of the performance of 191 websites, identifies seven factors that influence twodifferent measures of website performance, the Reach and Loyalty. Information content, usability, easeof-navigation and security are significant predictors of Reach. Ease-of-navigation, customization, securityand availability are determinants of Loyalty. The paper explains these results and based on them,develops managerial implications and guidelines for website design.