Co-evolving e-tail and online communities: empirically-based conceptual framework

Macaulay, Linda, Keeling, Kathy, McGoldrick, Peter, Dafoulas, George ORCID: https://orcid.org/0000-0003-2638-8771 and Kalaitzakis, Manos (2007) Co-evolving e-tail and online communities: empirically-based conceptual framework. International Journal of e-Commerce, 11 (4). pp. 53-77. ISSN 1086-4415 (doi:10.2753/JEC1086-4415110402)

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.

Item Type: Article
Additional Information: Original article
Published online: 08 Dec 2014
Research Areas: A. > School of Science and Technology > Computer Science
A. > School of Science and Technology > Computer Science > Intelligent Environments group
Item ID: 8707
Useful Links:
Depositing User: George Dafoulas
Date Deposited: 18 May 2015 10:10
Last Modified: 27 Sep 2019 16:04
URI: https://eprints.mdx.ac.uk/id/eprint/8707

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