Website Appeal: Development of an Assessment Tool and Evaluation Framework of E-Marketing

The aim of this study is twofold; firstly, to develop a comprehensive measure that quantitatively assesses an e-store’s web appeal, and secondly, to propose a framework that evaluates effectiveness of online marketing efforts in terms of overall appeal of e-tailing sites. The paper adopts...

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Autores principales:	Abdallah,Salam, Jaleel,Bushra
Lenguaje:	English
Publicado:	Universidad de Talca 2015
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762015000300005
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spelling	oai:scielo:S0718-187620150003000052018-10-12Website Appeal: Development of an Assessment Tool and Evaluation Framework of E-MarketingAbdallah,SalamJaleel,Bushra The aim of this study is twofold; firstly, to develop a comprehensive measure that quantitatively assesses an e-store’s web appeal, and secondly, to propose a framework that evaluates effectiveness of online marketing efforts in terms of overall appeal of e-tailing sites. The paper adopts a hybrid approach to website assessment which involves studying both information system elements and dimensions of e-marketing to define and measure the concept of web appeal. A total of five information system elements and seven e-marketing elements were identified as essential components of web appeal, and were used to build a measurement instrument. The instrument’s validity was confirmed by testing it across 80 e-stores in the Middle East and its usefulness with respect to the identification of an e-store’s strengths and weaknesses was established. In addition to being a measure of overall web appeal, the instrument also contributes towards conceptualization of a theoretically sound framework that aligns elements of web appeal to e-marketing objectives. This model provides a systematic criteria for comparing websites, and offers valuable insights into how website attributes can be used to achieve desired performance in terms of attracting, engaging, and retaining customers, as well as competing with rival stores.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.10 n.3 20152015-09-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762015000300005en10.4067/S0718-18762015000300005
institution	Scielo Chile
collection	Scielo Chile
language	English
description	The aim of this study is twofold; firstly, to develop a comprehensive measure that quantitatively assesses an e-store’s web appeal, and secondly, to propose a framework that evaluates effectiveness of online marketing efforts in terms of overall appeal of e-tailing sites. The paper adopts a hybrid approach to website assessment which involves studying both information system elements and dimensions of e-marketing to define and measure the concept of web appeal. A total of five information system elements and seven e-marketing elements were identified as essential components of web appeal, and were used to build a measurement instrument. The instrument’s validity was confirmed by testing it across 80 e-stores in the Middle East and its usefulness with respect to the identification of an e-store’s strengths and weaknesses was established. In addition to being a measure of overall web appeal, the instrument also contributes towards conceptualization of a theoretically sound framework that aligns elements of web appeal to e-marketing objectives. This model provides a systematic criteria for comparing websites, and offers valuable insights into how website attributes can be used to achieve desired performance in terms of attracting, engaging, and retaining customers, as well as competing with rival stores.
author	Abdallah,Salam Jaleel,Bushra
spellingShingle	Abdallah,Salam Jaleel,Bushra Website Appeal: Development of an Assessment Tool and Evaluation Framework of E-Marketing
author_facet	Abdallah,Salam Jaleel,Bushra
author_sort	Abdallah,Salam
title	Website Appeal: Development of an Assessment Tool and Evaluation Framework of E-Marketing
title_short	Website Appeal: Development of an Assessment Tool and Evaluation Framework of E-Marketing
title_full	Website Appeal: Development of an Assessment Tool and Evaluation Framework of E-Marketing
title_fullStr	Website Appeal: Development of an Assessment Tool and Evaluation Framework of E-Marketing
title_full_unstemmed	Website Appeal: Development of an Assessment Tool and Evaluation Framework of E-Marketing
title_sort	website appeal: development of an assessment tool and evaluation framework of e-marketing
publisher	Universidad de Talca
publishDate	2015
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762015000300005
work_keys_str_mv	AT abdallahsalam websiteappealdevelopmentofanassessmenttoolandevaluationframeworkofemarketing AT jaleelbushra websiteappealdevelopmentofanassessmenttoolandevaluationframeworkofemarketing
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Website Appeal: Development of an Assessment Tool and Evaluation Framework of E-Marketing

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