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Co-evolving E-tail and On-Line Communities: Conceptual Framework
journal contribution
posted on 2023-06-09, 06:47 authored by Linda A Macaulay, Kathleen Keeling, Peter McGoldrick, George Dafoulas, Emmanouil Kalaitzakis, Debbie KeelingDebbie KeelingThis 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.
History
Publication status
- Published
File Version
- Published version
Journal
International Journal of Electronic CommerceISSN
1086-4415Publisher
Taylor & FrancisExternal DOI
Issue
4Volume
11Page range
53-77Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2017-06-19First Compliant Deposit (FCD) Date
2017-06-16Usage metrics
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