Web Systems Design and Online Consumer Behavior [Electronic resources] نسخه متنی

Introduction

Advances in new information technologies and
development of the Internet and World Wide Web in the 1990s have changed the computing environment
for both individuals and businesses. Since its birth in the 1990s we have been witness to
widespread use of the World Wide Web for commercial purposes. Companies have moved to the Internet
arena to connect with their customers, provide support, and sell products and services. The number
of Web sites increased from a paltry 130 in 1993 (Coopee, 2000) to well over 34 million in
2003^[1],
and this number is growing by the day.

This explosion of Web sites and information available on the Web gave birth to a new type of
Web application or site: a search engine. Web search engines are sites that can search the Web and
provide valuable links that meet certain criteria. These search engines, such as, Yahoo!, Lycos and
Excite, to name a few, over a period of time morphed into Web portals. They are not restricted to
search engines anymore; they provide e-mail, calendar, games and collaborative (chat) facilities.
Web portals now constitute some of the most visited sites on the Web.

A portal is defined in different ways. Isaacs (1999) defines a portal to be “a single,
browser-based approach to finding useful information — independently of where the information comes
from and how it is created.” A portal is also described as a Web “supersite” with a collection of
links to popular Web services on the Internet^[2]. Most portals
provide an aggregation of information from a number of different sources, such as, e-mail,
calendar, stock information, and news. They also allow users the ability to personalize and
customize the portal. Personalization is the process of tailoring pages to individual users’
characteristics or preferences^[3].
Customization is the ability to allow the user to receive personal information from the site. So,
to summarize, portals provide individual users personalized and customized access to a variety of
information on the Web.

The phenomenal increase of Web sites on the Internet has resulted in increasing pressure on
them to succeed. In order to survive and prosper in a highly competitive environment, companies
continue to allocate significant resources for the development and maintenance of Web-based systems
in the hope of attracting more online customers. User satisfaction is an important predictor of
online consumer behavior and the success of a Web-based system. If customers are satisfied with the
services received through the online system, it is likely they will keep using the system. On the
other hand, if customers get frustrated and dissatisfied with the online system, they would be very
unlikely to come back for a visit.

The purpose of this research is to evaluate the success of Web portals. To evaluate its
success, our approach is similar to what other researchers have done in the area of IS success — we
use user satisfaction as a surrogate measure for success of the system. This evaluation will be a
significant contribution to research in the area, and provide us with a better understanding of
online consumer behavior.

The organization of the chapter is as follows. In the
next section we provide a theoretical
framework in which we also include review of the literature. Then, we present our research model
and hypotheses. In the
next section, we report on our research
methodology. We then provide results, followed by a discussion and conclusion section.

^[1]Who is Source
http://www.whois.sc/internet-statistics/

^[2]What is a portal anyway?
http://www.acs.utah.edu/acs/news/portalsl

^[3]Whatis.com
http://whatis.com