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

journal contribution
posted on 2023-06-09, 06:47 authored by Linda A Macaulay, Kathleen Keeling, Peter McGoldrick, George Dafoulas, Emmanouil Kalaitzakis, Debbie KeelingDebbie Keeling
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.

History

Publication status

  • Published

File Version

  • Published version

Journal

International Journal of Electronic Commerce

ISSN

1086-4415

Publisher

Taylor & Francis

Issue

4

Volume

11

Page range

53-77

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2017-06-19

First Compliant Deposit (FCD) Date

2017-06-16

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