What Makes Commercial Web Pages Popular? An Empirical Investigation of Web Page Effectiveness
1998, European Journal of Marketing
Utpal M. Dholakia, Lopo L. Rego
There are two main objectives of the paper. First, in a systematic and statistically rigorous manner, we attempt to descriptively document the types and nature of marketing information on commercial home-pages, with a view to identifying the major objectives of a contemporary commercial Web sites that pre-dominate the Web. Using Resnik and Stern's "information content" paradigm, we evaluate the informativeness of commercial home pages. Second, we attempt to empirically examine various important factors of commercial home-pages that lead to increased visits, or hit-rates. The identification of hit-rate determinants is likely to be of great value, both to Web page designers and to the many small and large firms seeking to establish their presence on the Web.
Dholakai, Utpal M. and Lopo L. Rego (1998), "What Makes Commercial Web Pages Popular? An Empirical Investigation of Web Page Effectiveness," European Journal of Marketing, 32 (7/8), 724-736.
advertising, consumer behaviour, design, internet, marketing communications, marketing strategy