Internet, interaction and implications for marketing
Internet, interaction and implications for marketing
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互联网、互动和对营销的影响
DOI：
10.1108/02634500210418509
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发表时间：
2002
期刊：
影响因子：
--
通讯作者：
S. Bridgewater
中科院分区：
文献类型：
--
作者：
D. Arnott;S. Bridgewater
研究公司目前使用互联网的方式，并检查这些使用在多大程度上提供信息或促进建立关系。一项研究表明，大多数金融机构仍然使用互联网获取信息。人们发现互联网促进了关系和交易的使用——特别是对于较大的公司和通过互联网实现国际化的公司。由于成熟的美国互联网市场未能在更复杂的互联网使用方面取得重大进展，人们对互联网促进和维持这种关系的能力提出了质疑。这可能与客户的潜在不确定性或通过互联网进行交易的安全性有关。同样，已经国际化的公司在充分发挥其潜力之前，必须应对互联网信息交换的开放性和全球性所带来的一系列严峻挑战。
Looks at the ways in which firms are currently using the Internet and examines the extent to which these uses are informational or facilitate relationship building. A study shows that the majority of fims still use the Internet for informational purposes. Relationship facilitating and transactional uses of Internet are found – particularly for larger firms and for those that have internationalised via the Internet. A question over the ability of the Internet to facilitate and sustain this type of relationship is raised by the failure of the mature US Internet market to show a significant progression to more sophisticated Internet usage. This may relate to underlying uncertainty of customers or to the security of transacting via the Internet. Similarly, firms that are already international will have to contend with a number of serious challenges that arise from the open and global nature of information exchange on the Internet before they maximise its potential.