An empirical study of commercial web page effectiveness in Hong Kong

Pao Yue-kong Library Electronic Theses Database

An empirical study of commercial web page effectiveness in Hong Kong

 

Author: Kwong, Pui-fai Eric
Title: An empirical study of commercial web page effectiveness in Hong Kong
Year: 2000
Subject: Web sites -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: vii, 73 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1520723
URI: http://theses.lib.polyu.edu.hk/handle/200/3190
Abstract: In July 1999, the total Internet users in China rises to about 4 million, from 2.1 million in January 1999. This rapid Internet adoption in China and Hong Kong has a definite impact on businesses engaging in e-commerce on the Web, and it opened up a variety of opportunities for marketers. To achieve effective marketing communication through the Web sites, they must give online users a reason to visit and to come back. This study investigates what are the techniques in designing a Web site that are effective in reaching the business-to-business and consumer markets in Hong Kong. A model was presented which can be used to identity the factors leading to increase Web site visits in Hong Kong. By physically visiting the commercial home page in Hong Kong, an empirical study was done to investigate Web page effectiveness. This study suggests that Chinese home page, more changes to the home page, centrality and complexity, and various home page attributes are likely to increase the daily hit-rate of the commercial home page in Hong Kong. This study concludes that commercial home pages must be carefully designed to make a good impression to the online users and businesses must develop e-commerce in both English and Chinese language to attain a critical mass of in Hong Kong and China. This study also identify the differences between business-to-business and consumer Web sites in the home page design techniques.

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