Co-evolving E-tail and On-Line Communities: Conceptual Framework

Macaulay, Linda A, Keeling, Kathleen, McGoldrick, Peter, Dafoulas, George, Kalaitzakis, Emmanouil and Keeling, Debbie (2007) Co-evolving E-tail and On-Line Communities: Conceptual Framework. International Journal of Electronic Commerce, 11 (4). pp. 53-77. ISSN 1086-4415

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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.

Item Type: Article
Schools and Departments: University of Sussex Business School > Business and Management
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Debbie Keeling
Date Deposited: 19 Jun 2017 07:41
Last Modified: 02 Jul 2019 19:20

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