A Study on the Adoption Process of World Wide Web Home Page By Business Enterprise and Its Effectiveness

• Main Authors: CHEN, CHUN-HSIEN, 陳俊憲
• Other Authors: CHIUNSIN LIN
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/75513731355012064183

碩士 === 國立交通大學 === 管理科學研究所 === 84 === Internet had broken its principle of "appropriate use policy" and opened its usage to commercial area since early 1990''s. It has already become the most prevalent media for business enterprise not only for its networking scale and ability, but also for the large amount of the information resources it can provide. At the same time, World Wide Web, an application based on the scale of Internet, had provide more powerful functionaries than usual such as to make two way communication possible, a net to transfer different types of information like multimedia information. Home Page, through which business enterprise can involve in WWW application, promotes itself as a whole new marketing tool. Being a new business channel between supplier and consumer, it helps business enterprise to get more closer connection with their customers. Since a great amount of commercial Home Page applications of various types could be found in the World Wide Web, a big trend has been formatted these days. The purpose of this thesis is to catch up with the trend and to find out its pattern. Namely, there are four major purposes in this paper: 1. Figuring out what affected the decision made by business enterprise to setup a WWW home Page during each step of adoption process. 2. Discussing the effectiveness of the business enterprise who has established a WWW Home Page. 3. Suggesting the marketing strategies to Internet Service Providers to promote their product/service. 4. From the management point of view, discussing the implications of the commercial application of WWW Home Page. To achieve these purposes, an operation model has been derived based on the industry market-response model of both J. M. Choffray and G. L. Lilien. It is an organization buying model that includes the steps of adoption process i.e. awareness, evaluation, adoption and effectiveness, and helps to examine the affecting factors in each step. The context is arranged as follows: chapter 1 illustrates the background, motivation, objectives, frame, target and range, approaches and steps, and limitation of the study. In chapter 2, it studies the related literature about Internet, World Wide Web, and organization buying behavior. Chapter 3 constructs a research approach including research model and variables, and also sets up the hypotheses. Chapter 4 both analyzes and summarizes the result of statistical test. Chapter 5 reveals some suggestions for Internet Service Provider according to the results. Chapter 6 discusses the trend of WWW Home Page''s commercial application from literature survey and finally in chapter 7 it concludes the research. The Research has identified the factors that affect the decision made by business enterprise during each step of adoption process. WWW Home Page''s Commercial use can''t directly contribute its effectiveness to the bottom line of business enterprise. Several suggestions are also made according to these research findings.