Factors Impacting the Adoption and Effectiveness of the World Wide Web in Marketing
作者： Gary S. Lynn , Sharon M. Lipp , Ali E. Akgün , Alexander Cortez
DOI: 10.1016/S0019-8501(00)00104-8
关键词:
摘要: Abstract With the increased popularity of World Wide Web, companies are rushing to have a presence on Web. However, many do not know whether Web will be effective for them, or what they can increase its effectiveness. Few empirical studies been done adoption and effectiveness in marketing. By studying practices 110 marketers, we found that positively influenced if company 1) provides formal training marketing organization, 2) encourages an relationship between IS/MIS 3) demonstrates usefulness 4) uses younger personnel.
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