The evolution of corporate web presence: A longitudinal study of large American companies

It is found that S&P 500 companies have gone through remarkable transformation in their web presence during the evaluation period of 1997-2003, signified by increasing levels of information, interactivity, and service offered at their websites.

Abstract

This paper presents the results of a 6-year longitudinal survey of the websites of Standard & Poor's (S&P) 500 companies. Using the technology acceptance model (TAM) and impression management theory as guidance, and eight design and functional measures, we find that S&P 500 companies have gone through remarkable transformation in their web presence during the evaluation period of 1997–2003, signified by increasing levels of information, interactivity, and service offered at their websites. We find a continuing trend towards increasing numbers and types of features offered, suggesting that large companies are placing greater importance on customer orientation to their websites in an effort to create positive impressions about their companies and to induce consumer acceptance of their e-commerce technology. The findings of this study offer insights to managers for creating a web presence that improves customer and shareholder perceptions of the company, increases customer loyalty, and facilitates the execution of e-commerce strategies.