网络营销网站的劣势和优势

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2022-05-31 DOI:10.1108/sjme-11-2021-0219

Sara Herrada-Lores, M. Iniesta-Bonillo, Antonia Estrella-Ramón

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引用次数: 4

摘要

网站是公司在数字空间战略中最重要的元素。因此，建立在线业务的战略管理是必不可少的，以提高公司的连通性和竞争力，并实现全球公司的影响力。本文旨在对网站的技术和内容质量进行分析，以确定在线业务的主要劣势和优势。设计/方法/方法一种名为IWebQEI的创新测量工具被设计用来测量网络质量水平。该仪器用104家国际公司的数据进行了验证。结果用于验证信息型和电子商务型网站之间是否存在质量差异。主要研究结果表明，电子商务网站的技术和内容质量水平高于信息型网站，实施电子商务的企业更加重视内容质量维度。相比之下，使用信息网站的公司更关注技术质量维度。在此基础上，提出了完善电子商务战略管理的实践见解。原创性/价值很少有研究集中于分析网站的技术和内容质量，以确定在线业务的主要弱点和优势。研究结果为企业如何管理网站以提高企业的连通性和竞争力提供了重要的理论和实践贡献。

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Weaknesses and strengths of online marketing websites

Purpose Websites are the most important element of company strategy in the digital space. Therefore, establishing strategic management of online business is essential to improve firm connectedness and competitiveness and to achieve global company reach. This paper aims to propose the analysis of technical and content quality of websites to identify the main weaknesses and strengths of online business. Design/methodology/approach An innovative measurement instrument called IWebQEI is designed to measure web quality level. This instrument is validated with data from 104 international companies. The results are used to verify whether there are quality differences between informative and e-commerce websites. Findings The main findings indicate that e-commerce websites achieve greater levels of technical and content quality than informative sites, and companies implementing e-commerce pay more attention to the content quality dimension. In contrast, companies using an informative website are more focused on the technical quality dimension. Based on these results, practical insights are offered to improve the strategic management of e-commerce. Originality/value Few studies have focused on analysing the technical and content quality of websites to identify the main weaknesses and strengths of online business. The results offer important theoretical and practical contributions for companies on how to manage their website to improve firm connectivity and competitiveness.

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.