Web Assessment - Measuring the Effectiveness of Electronic Commerce Sites Going Beyond Traditional Marketing Paradigms

Authors:
Petra Schubert;Dorian Selz
Affiliations:
-;-
Venue:
HICSS '99 Proceedings of the Thirty-second Annual Hawaii International Conference on System Sciences-Volume 5 - Volume 5
Year:
1999

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Abstract

Successfully conducting business on the Internet calls for new marketing paradigms that meet the requirements of the inherent characteristics: electronic markets, technological platform, and marketing issues. Electronic markets are the framework in which market transactions are performed on the Internet. Underlying Internet technology forces marketing activities to be different from the ones applied to traditional sales channels and performance marketing is the essential ingredient for creating the best offering for the customer. The Web Assessment model unites these constituting characteristics into one single approach. The paper presents the first findings of a collection of evaluations of commercial Web sites.