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The Web has created a new revolution in marketing by providing much more than just a new medium through which organizations can communicate with the public. The main contention here is that the impact of this new technology on an organization's Web-based marketing activities and its Website design are driven by the interaction among the firm's market offering, marketing activities and technical characteristics. This study examines corporate Web sites to analyze the use of these sites to support marketing activities including promotional activities, sales, service, and support. In addition, the technical dimensions of Web sites are examined in detail. The model supported in this article suggests a series of guidelines and strategic managerial considerations. The organization needs to recognize that Web site design is determined by the interaction between the firm's marketing functions and technological characteristics. Other factors, such as the level of consumer involvement, information search costs, and innovation in technology might also play a role in Web site design. Additionally, high involvement products would be less likely to be sold online.
Palmer et al. (Sun,) studied this question.