穨webj05-06

Size: px

Start display at page:

Download "穨webj05-06"

欺符
7 years ago
Views:

1 Vol. 5, No. 5, Dec 2002 WEB JOURNAL OF A Study Of The Website Content For Securities Brokerage Firms

2 Vol. 5, No.5, Dec 2002, 94 * A Study Of The Website Content For Securities Brokerage Firms / cclin@cc.kyit.edu.tw /2/1-90/2/15 (1) 57.3%(=95/166) (100%) (34.1%) (2) 29 (92.6%) (88.4%) (77.9%) (4.2%) (15.8%) (15.8%) (3) Abstract Based on the five investigation categories of Image Promotion, On-Line Marketing, Financial Commodity Information, Answers to Questions and Value-Added Service, this study investigates the brokerage service provided by the websites of 166 securities firms in Taiwan. By using content analysis to survey the website content of securities firms, this paper focuses on finding the application situation of the Internet service of securities firms. The result can provide the necessary information for securities firms to adjust their website contents and services. The results show that: (1) 57.3% of securities firms have websites. The banking broker has the highest percentage of 100%, while the securities brokerage firm has the lowest percentage of 34.1%, (2) Among the twenty-nine investigation items, the three most frequently provided information or functions are communication channel (92.6%), company introduction (88.4%) and commercial advertisement (77.9%). The three least frequently provided information and functions are audio and video service (4.2%), electronic newspaper (15.8) and customer education (15.8%) and (3) Securities firms provide the most abundant information and functions, especially the category of Financial Commodity Information. Keywords: Internet, Securities Firms, Website Content Analysis * NSC H

3 95 (World Wide Web WWW) ( ) (File Transfer Protocol FTP) (Telnet) (Gopher) (Bulletin Board System BBS) (News Group) (Archie) (I-phone) ( 2000) ( Stewart and Zhao 2000 ) (Breitenbach and VanDoren 1998) ( 1999) (2000) (84.6%)

4 Vol. 5, No.5, Dec 2002, 96 Cronin (1994) (On-line Help Desk) (News Group) (BBS) (1995)

5 (1996) Liu et al. (1997) Fortune 500 (2000) ( 4P 7P)

6 Vol. 5, No.5, Dec 2002, (1998) / (1999) (1999) 2. (1999) (2000) (2000) (2000) 2.

7 99 Roxas et al. (2000) Yang et al. (2001) logo 1. Product 2. Price 3. Promotion 4. Place 5. People 6. Physical evidence 7. Process 2 (1999) (1999) (2000) (2000) (2000) (1) (2) (3) (4)

8 Vol. 5, No.5, Dec 2002, 100 ( Al-Olayan and Karande 2001 Still ) Berelson (1952) Holsti (1969) Krippendorff (1980) (1991) SPSS 8.0 for Windows (Homepage) Internet Explorer 5.0 (90/2/1-90/2/15)

9 Kassarjian (1977) 85% 3 K K NYSE NASDAQ Q&A 080

10 Vol. 5, No.5, Dec 2002, a a = / =241/290 = ( )/3 = 0.77 = 3*0.77/(1+2*0.77) = % 0.202% 0.256% * % 34.1% 100% 57.3% * % ( ) % % 5.8

11 % (=95/166) 100% (=18/18) 76.2% (=48/63) 34.1% (=29/85) 100% (97.9%) 20(69.0%) 17(94.4%) (88.4%) 42(87.5%) 14(70.0%) b 17(94.4%) (76.8%) 20(41.7%) 4(13.8%) 13(72.2%) (38.9%) a (87.5%) 19(65.5%) 9(50%) (73.7%) d 16(38.1%) 8(42.1%) 4(44.4%) (40.0%) 36(75%) 11(37.9%) 15(83.3%) (65.3%) 41(85.4%) 22(75.9%) 11(61.1%) (77.9%) (95.8%) 18(62.1%) 7(38.9%) (74.7%) 19(39.9%) 5(17.2%) 2(11.1%) (27.4%) 25(52.1%) 5(17.2%) 2(11.1%) (33.7%) 20(41.7%) 2(6.9%) 0(0%) (23.2%) 20(41.7%) 2(6.9%) 1(5.6%) (24.2%) 23(47.9%) 2(6.9%) 1(5.6%) (27.4%) 35(72.9%) 4(13.8%) 1(5.6%) (42.1%) 38(79.2%) 11(37.9%) 1(5.6%) (52.6%) 33(68.8%) 14(48.3%) 2(11.1%) (51.6%) 39(81.3%) 15(51.7%) 4(22.2%) (61.1%) 41(85.4%) 15(51.7%) 1(5.6%) (60.0%) 21(43.8%) 5(17.2%) 1(5.6%) (28.4%) 34(70.8%) 8(27.6%) 12(66.7%) (56.8%)

12 Vol. 5, No.5, Dec 2002, (18.8%) 6(20.7%) 0(0%) (15.8%) 47(98.0%) 23(79.3%) 18(100%) (92.6%) (75%) 15(51.7%) 13(72.2%) (67.4%) 29(60.4%) 7(24.1%) 13(72.2%) (51.6%) 11(22.9%) 2(6.9%) 2(11.1%) (15.8%) 10(20.8%) 2(6.9%) 15(83.3%) (28.4%) 41(85.4%) 10(34.5%) 7(38.9%) (61.1%) 16(33.3%) 3(10.3%) 1(5.6%) (21.1%) 4(8.3%) 0(0%) 0(0%) 132 4(4.2%) a ( )/48=2.27 b /(29-8)=70% c 123 d ( ) 84% 73% 38.9% 13.8% ( ) 0.01% 0.68% 7.86%

13 (87.5%) 19 (65.5%) 9 (50%) 73.7% 1/4 ( 7.73%) 40% 83.3% 37.9% (85.4%) ( ) (74.7%) (61.1%) (60.0%) ( 27.4% 23.2% 24.2% 27.4%) 42.1% 52.5% 28.4%

14 Vol. 5, No.5, Dec 2002, % ( ( ) Q&A 15.8% 92.6% ( ) 15.8% 28.4% 83.3% 67.4%

15 % (Site Map) 21.1% 61.1% (92.6%) (88.4%) (77.9%) (4.2%) (15.8%) (15.8%) % 80.0% 60.0% 40.0% 20.0% 0.0%

16 Vol. 5, No.5, Dec 2002, %(=95/166) (100%=18/18) (34.1%=39/85) 229 (92.6%) (88.4%) (77.9%) (4.2%) (15.8%) (1991) 2 (2000) (1996) 4 (2000)

17 109 5 (1999) 6 (1999) (1999) (2000) 9 (1998) (2000) (1997) (2000) (2000) (1999) 15 (2000) (2000) (2000) 18 (2000) 19 (1995) WWW Al-Olayan, F. S. and Kiran Karande (2001), A Content Analysis of Magazine Advertisements from the United States and the Arab World, Journal of Advertising, 29(3), pp Berelson, B. (1952), Content Analysis in Communication Research, Glencoe, Ill: The Free Press. 22 Breitenbach, C. S. and D. C. VanDoren (1998), Value-added Marketing in the Digital Domain: Enhancing the Utility of the Internet, Journal of Consumer Marketing, 15(6), pp Cronin, B. (1994), The Internet and Competitive Intelligence: A Survey of Current Practice, International Journal of Information Management, 14(3), pp Holsti, O. R. (1969), Content Analysis for the Social Sciences and Humanities, Reading, Mass: Addison-Wesley Publishing Company Inc.. 25 Kassarjian, H. H.(1977), Content analysis in Consumer Research, Journal of Consumer Research, 4, pp Krippendorff, K. (1980), Content Analysis: An Introduction to Its Methodology, Beverly Hills, Sage Publications. 27 Liu, C., K. P. Arnett, L. M. Capella and R. C. Beatty (1997), Web Sites of The Fortune 500

18 Vol. 5, No.5, Dec 2002, 110 Companies: Facing Customers Through Home Page, Information & Management, 31, pp Roxas, M. L., L. Peek, G. Peek and T. Hagemann (2000), A Preliminary Evaluation of Professional Accounting Services: Direct Marketing on the Internet, Journal of Services Marketing, 14(7), pp Stewart, D. W. and Qin Zhao (2000), Internet Marketing, Business Models, and Public Policy, Journal of Public Policy & Marketing, 19(2), pp Still, J. M. (2001), A Content Analysis of University Library Websites in English Speaking Countries, Online Information Review, 25(3), pp Yang, J. I., C. S. Wan and H. J. Hsieh (2001), The Contemporary Internet Marketing of the Hospitality Industry in Taiwan, Proceeding of 6th Annual Graduate Education and Graduate Students Research Conference in Hospitality and Tourism, Atlanta USA, pp

表演藝術團體網站內容分析之研究

表演藝術團體網站內容分析之研究 2010 海峽兩岸圖書資訊學學術研討會論文集 B 輯舞蹈團體網站內容分析之研究 A Study on the Content of Websites of Dancing Groups 林芳伶 Fang-Ling Lin 國立臺灣師範大學圖書資訊學研究所研究生 Graduate Student, Graduate

穨webj05-06

穨webj05-06