The Content and Maturity of Commercial Web Sites: An Empirical Study in Taiwan

By Chen, Ling-Show; Kuo, Ying-Feng | International Journal of Management, June 2002 | Go to article overview

The Content and Maturity of Commercial Web Sites: An Empirical Study in Taiwan


Chen, Ling-Show, Kuo, Ying-Feng, International Journal of Management


In this paper, the almost 1000 commercial web sites in Taiwan were observed. We discussed the content and maturity of web sites by different industrial types to understand the habits and needs of the prime customer groups in order to let the sellers make the best marketing strategies. The results show that the largest industry group is 'Products', which consists of categories such as gifts, electronics, games, and clothing. The 'Information' group is the industry with the highest maturity in Taiwan commercial web sites. Four suggestions about designing the content of commercial web sites are proposed to increase the cooperation competitive strength.

Introduction

Because of the Internet fast development and the increasing number of global Internet populations, many investors think there are infinite business opportunities on Internet. It also leads variety of products and services on Internet and makes people learn how to use the resources and enjoy the convenience of the Internet. Internet breaks the limit of space and time. We can't ignore the opportunity of the Internet selling with the on-line service any time.

Faced on the information exploration era, the web sites increasing immediately, electronic commerce and network marketing are not the most popular topics anymore (Wu, 1999). The most important thing is how to find the competitive weapons and strategies to increase the competitive strength. Many companies construct the web sites and they wish to obtain the tremendous profits. But the question is whether they achieve the expected goals or not. Many studies pointed out that contents are the king or key factor of a successful web site (Angehrn, 1997, McCarthy, 1995). In this paper, we observed the content and design structure of the commercial web sites in Taiwan to analyze and discuss the maturity of web sites by different industrial types. By the way, we want to understand the habits and needs of the prime customer groups in order to let the sellers make the best marketing strategies.

Literature Review

According to the Internet users demand analysis in Taiwan (Lin, 1999), the most frequent activities on Internet are data searching (17%), reading news (14%), communications (12%), on-line database use (11%), and living information browsing (10%). People who have Internet shopping experiences are only 10.8%. Based on the above investigations, the Internet users in Taiwan intended to browse the web sites provided information-searching functions (Wu, 1999). The data searching, entertainment, interactivity, easy use, presentation styles, and response time are the factors which influence the use behavior of the Internet users. The recent research of industry and product types analysis on Internet indicated that the top ranking of cooperation web sites construction is communication and transportation industries (85.1 %), followed by wholesale (68.1 %), manufacturing (63.6%), and architecture industry. The most popular products selling on Internet are computer (22.22%), followed by clothing, medical/ healthy stuff, and watch/clock. The most popular on-line shopping products are tickets (100%) and books/stationary (78.57%). The characteristics of these products on Internet are mid-low involvement, mid-low value, mid-low risk, high brand names, and easy to distribute. In the study of electronic commerce, the consumer behaviors of electronic shopping were discussed frequently. When consumers do electronic shopping, they concern about the security of electronic trade, good reputation, good service after selling, and good quality. The less important things are beautiful active pictures and comfortable music on homepages (Yao, 1999). According to the above studies, all focused on the analysis of consumer behavior and on-line product types and features. But now the most important things are how to analyze different industrial types to find the content and design features of commercial web sites to grasp customers. …

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