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 [Article] (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.

Actions (login required)

View Item

Statistics

DownloadsShow export options

Export as CSVXMLJSON

Activity Overview

6 month trend

0Downloads

6 month trend

447Hits

Additional statistics are available via IRStats2.