A Content Analysis of Retail Web-Sites
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A content analysis is presented of Web-sites maintained by the top 100 U.S. retailers. The prevalence of Web-based retailing, sales, merchandise presentation, sales promotion, corporate communication and customer service are examined. Results indicate that while 64 of the top 100 retailers have established Websites, few are using the electronic retail sites for sales, corporate communication or customer service. This study establishes a foundation for theory building and empirical examinations of Web-based retailing. Future directions for research in this area are suggested. © 1998 by The Haworth Press, Inc. All rights reserved.
Journal of Marketing Channels
author list (cited authors)
Griffith, D. A., & Krampf, R. F.
complete list of authors
Griffith, David A||Krampf, Robert F