摘要
学者们从多个角度、不同方法对网站评价进行了研究,而且建立了很多网站评价指标。我们认为对于电子商务网站仅仅考虑可用性等指标是不全面的,应该融合网站营销效果的因素。基于此.本研究采用内容分析法,运用成熟的编码表对国内旅行社网站的营销效果进行了研究,分析了不同网站利用网站沟通的能力和差异。
Scholars have studied on web-site evalua tion from different aspects, moreover they have established quite a lot of indicators to evaluate web-site. But with respect to E-Commerenct, ease of use and such factors are not sufficient. We corporate website marketing effect into the whole evaluation system. Based on the data of 44 websites of travel agencies, we used content analysis to analyze the com petence of travel agency.
出处
《上海管理科学》
2008年第5期40-47,共8页
Shanghai Management Science
关键词
网站评价
内容分析
网站营销效果
Website evaluation
website marketing effect
content analysis
