Co-evolving e-tail and online communities: empirically-based conceptual framework
Article
Macaulay, L., Keeling, K., McGoldrick, P., Dafoulas, G. and Kalaitzakis, M. 2007. Co-evolving e-tail and online communities: empirically-based conceptual framework. International Journal of e-Commerce. 11 (4), pp. 53-77. https://doi.org/10.2753/JEC1086-4415110402
Type | Article |
---|---|
Title | Co-evolving e-tail and online communities: empirically-based conceptual framework |
Authors | Macaulay, L., Keeling, K., McGoldrick, P., Dafoulas, G. and Kalaitzakis, M. |
Abstract | This paper explores the problem of designing a Web site that meets the needs of both an evolving community and an evolving business. It reports a case study of a business that introduced an e-tail site and an associated on-line community. The site development used an existing community-centered development method. The study found that participants had different motivations for visiting the site—some only wanted product information and purchase, some were seeking social support and information, others sought a more intense experience and greater social involvement. Failure to recognize the separate needs of these clusters resulted in not fully achieving business- and community- building goals. The analysis of the relationship between Web site design, cluster needs, and business goals offers a conceptual framework for co-evolving community and business. |
Research Group | Research Group on Development of Intelligent Environments |
Publisher | Routledge |
Journal | International Journal of e-Commerce |
ISSN | 1086-4415 |
Publication dates | |
2007 | |
Publication process dates | |
Deposited | 18 May 2015 |
Output status | Published |
Additional information | Original article |
Digital Object Identifier (DOI) | https://doi.org/10.2753/JEC1086-4415110402 |
Language | English |
https://repository.mdx.ac.uk/item/83932
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