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Building Relationships That Last: Integrating Public Relations Into Web Design

机译:建立持久的关系:将公共关系集成到Web设计中

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摘要

This paper explores the relationship between web site design, public relations strategy, and a consumer’s intention to return to a web site. This relationship is defined through a model that explores the influence of information satisfaction, particularly when the web site design is congruent with the consumer’s expectations. The public relations dimension extends the consumer web site design model by interjecting a long-term focus on relationship building that organizations will need to make electronic commerce a viable investment in information technology resources. This is significant because it recognizes the importance of developing loyalty and trust online.
机译:本文探讨了网站设计,公共关系策略与消费者返回网站的意图之间的关系。这种关系是通过探索信息满意度影响的模型来定义的,尤其是当网站设计与消费者的期望相符时。公共关系维度通过将长期关注的焦点放在建立关系上而扩展了消费者网站设计模型,组织将需要使关系电子商务成为对信息技术资源的可行投资。这很重要,因为它认识到在线发展忠诚度和信任的重要性。

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