Journal of the military operations research society of Korea (한국국방경영분석학회지)

Military Operations Research Society of Korea (한국국방경영분석학회)
권호 표지

The Evaluation of the Information Service and Community Factors in Korean Public Websites

공공 웹사이트의 정보서비스 및 커뮤니티 요소 평가 -한국 관공서, 군, 경찰 홈페이지를 중심으로-

  • Published : 2003.07.01
Download PDF
⟨ Previous Next ⟩

Abstract

This paper proposes that we need a simpler method for developing the Website strategy for public institutions. The research objectives are threefold: (1) A model that relates to the monitoring of Website strategy in the public sector is proposed. The model includes basic dimensions and a $2{\times}3$ matrix that is a simplified version of the Mohammed et dl.s Marketspace Matrix. (2) The model is tested empirically with a sample of 56 Websites selected from govemment agencies, military organizations and police stations in Korea. (3) The effect of dimension/factors on the innovation level is tested. A special attention is paid to online attracting that is important for public institutions which usually do not use offline advertising aggressively. Results from regression analyses show that main dimensions (Marketing Drivers and relationship Stages) and three factors (Basic Information, Support Information, and Participation) in the matrix are all significantly influential on the innovation level, but the Attracting is not. Colorful designs and attracting features of a homepage have not necessarily anything to do with innovation. This message can offer a good piece of advice for managers of Websites.

Keywords

References

  1. 이재관, '커뮤니티 웹사이트의 평가요인에 관한 연구', 고객만족경영연구, 3권 2호, 2001, pp. 91-110
  2. 정충영. 최이규, SPSSWIN을 이용한 통계분석, 무역경영사, 1996
  3. Ackoff, R.L., 'The Meaning, Scope, and Methods of Operations Research', in Ackoff (ed.), Progress in Operations Research Vol. 1, John Wiley & Sons, 1961
  4. Bauer, C. & A. Scharl, 'Quantitative Evaluation of Web Site Content and Structure', Internet Research, 10(1), 2000, pp.31-43 https://doi.org/10.1108/10662240010312138
  5. Bell, H. & N. Tang, 'The Effectiveness of Commercial Internet Web Sites: A User's Perspective', Internet Research, 8(3), 1998, pp.219-228 https://doi.org/10.1108/10662249810217768
  6. Bertelsmann Foundation, Balanced E-Govemment, www.begix.de/, 2002
  7. Black, J., 'Online Advertising: It's Just the Beginning', Business Week, July 12, 2001
  8. Coate, J., 'Cyberspace Innkeeping', www.eff.org/, 1992
  9. Cunliffe, D., 'Developing Usable Websites: A Review and Model', Internet Research, 10(4), 2000, pp.295-307 https://doi.org/10.1108/10662240010342577
  10. Davis, C.M., 'A Survey of Web-based Community Information Systems', Doctoral Dissertation, University of Michigan, 1999
  11. Drummond, G., J. Ensor, A. Laing & N. Richardson, 'Market Orientation Applied to Police Service Strategies', International Jr. of Public Service Management, 13 (7), 2000, pp.571-587 https://doi.org/10.1108/09513550010362640
  12. Dutra, S., A. Segev, 'Business Transformation on the Internet', European Management Journal, 17(5), 1999, pp.466-76 https://doi.org/10.1016/S0263-2373(99)00032-8
  13. Fink, R.L., J.W. Gillett, A.M. Tomas, and D.J. Hill, 'Attracting, Enhancing and Retaining Client Relationships Using the Web', The National Public Accountant, 46(4), 2001, pp.14-17
  14. Fourie, I., 'Empowering Users -Current Awareness on the Internet', The Electronic library, 17(6), 1999, pp.379-388 https://doi.org/10.1108/02640479910329996
  15. Geissler, G.L., 'Building Customer Relationships Online: the Web Site Designers' Perspective', Jr. of Consumer Marketing, 18(6), 2001, pp.488-502 https://doi.org/10.1108/EUM0000000006154
  16. Green, S.H.B., 'Cyberspace Winners: How They Did It', Business Week, June 22, 1998, pp.154-160
  17. Gullikson, S., R Blades, M. Bragdon, S. McKibbon, M. Sparling, and E. Toms, 'The Impact of Information Architecture on Academic Web Site Usability', Electronic Library, 17(5), 1999 pp.293-304 https://doi.org/10.1108/02640479910330714
  18. Jutla, D., P. Bodorik, and J. Dhaliwal, 'Supporting the E-Business Readiness of SMEs: Approaches and Metrics', Internet Research, 12(2), 2002, pp.139-164 https://doi.org/10.1108/10662240210422512
  19. Kim, A.J., Community Building on the Web, Peachpit Press, Berkeley, CA, 2000
  20. Lapham, C., 'The Vision of an Accomplished Webmaster', CMC Magazine, December 1, 1995, p.3
  21. Mohammed, R.A., R.J. Fisher, B.J. Jaworski, and A.M. Cahill, Internet Marketing: Building Advantage in a Networked Economy, McGraw-Hill, 2002
  22. Nielsen, J., Usability Engineering, Morgan Kaufman, San Francisco, CA, 1993
  23. Rowley, J., 'Remodelling Marketing Communications in Internet Environment', Internet Research,, 11(3), 2001, pp.203-212 https://doi.org/10.1108/10662240110397017
  24. Simeon, R., 'Evaluating the Branding Potential of Websites Across Borders', Marketing Intelligence and Planning, 19(6), 2001, pp.418-424 https://doi.org/10.1108/02634500110405432
  25. Schreuer, R., 'To Build Brand Equity: Marketing Alone is Not Enough', Strategy and Leadership, 20(4), 2000, pp.16-20 https://doi.org/10.1108/10878570010378663
  26. Tiwana, A, The Essential Guide to Knowledge Management: E-Business and CRM Applications, Prentice-Hall, 2001
  27. Walsh, K., 'Marketing and Public Sector Management', European Journal of Marketing, 28(3), 1994, pp.63-71 https://doi.org/10.1108/03090569410057308