Vol. 5, No. 5, Dec 2002 WEB JOURNAL OF A Study Of The Website Content For Securities Brokerage Firms http://www.baf.cuhk.edu.hk/ocrd/cmr.htm
Vol. 5, No.5, Dec 2002, 94 * A Study Of The Website Content For Securities Brokerage Firms / E-mail cclin@cc.kyit.edu.tw 166 90/2/1-90/2/15 (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 * NSC89-2626-H-244-001
95 (World Wide Web WWW) (E-mail) (File Transfer Protocol FTP) (Telnet) (Gopher) (Bulletin Board System BBS) (News Group) (Archie) (I-phone) ( 2000) ( 2001 2000 Stewart and Zhao 2000 ) (Breitenbach and VanDoren 1998) ( 1999) (2000) (84.6%)
Vol. 5, No.5, Dec 2002, 96 Cronin (1994) 1 2 3 (On-line Help Desk) (News Group) (BBS) (1995) 1 2 3 4 5 6 7
97 8 9 10 (1996) 16 1 2 3 4 Liu et al. (1997) Fortune 500 (2000) 1 2 3 4 5 1 1 ( 4P 7P)
Vol. 5, No.5, Dec 2002, 98 2 3. 4. 5. 6. 3. 3. 4. 1 E-mail (1998) / (1999) 10 1. (1999) 2. (1999) (2000) (2000) 1. 2. 4. 1. (2000) 2.
99 Roxas et al. (2000) Yang et al. (2001) 1. --- --- --- E-mail ---E-mail 2. 3. 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)
Vol. 5, No.5, Dec 2002, 100 ( Al-Olayan and Karande 2001 Still 2001 2000 1997) Berelson (1952) Holsti (1969) Krippendorff (1980) (1991) SPSS 8.0 for Windows 89 63 85 18 166 (Homepage) Internet Explorer 5.0 (90/2/1-90/2/15)
101 3 95 10 4 0.91 Kassarjian (1977) 85% 3 K K NYSE NASDAQ Q&A 080 E-Mail
Vol. 5, No.5, Dec 2002, 102 4 0.83 a 0.73 0.74 a = / =241/290 = (0.83+0.73+0.74)/3 = 0.77 = 3*0.77/(1+2*0.77) = 0.91 5 5 63 85 18 166 1.218% 0.202% 0.256% --- 14.2 2.2 5.8 --- * 48 29 18 95 76.2% 34.1% 100% 57.3% * 166 63 85 18 89 12 1.218% ( ) 14.2 0.202% 2.2 0.256% 5.8
103 95 57.2% (=95/166) 100% (=18/18) 76.2% (=48/63) 34.1% (=29/85) 100% 12 12 6 6 1. 2. 3. 48 29 18 95 47(97.9%) 20(69.0%) 17(94.4%) 132 84(88.4%) 42(87.5%) 14(70.0%) b 17(94.4%) 312 73(76.8%) 20(41.7%) 4(13.8%) 13(72.2%) 312 37(38.9%) a 2.27 1.31 2.61 312 2.04 42(87.5%) 19(65.5%) 9(50%) 123 70(73.7%) d 16(38.1%) 8(42.1%) 4(44.4%) 321 28(40.0%) 36(75%) 11(37.9%) 15(83.3%) 312 62(65.3%) 41(85.4%) 22(75.9%) 11(61.1%) 123 74(77.9%) 2.81 2.07 2.17 132 2.46 46(95.8%) 18(62.1%) 7(38.9%) 123 71(74.7%) 19(39.9%) 5(17.2%) 2(11.1%) 123 26(27.4%) 25(52.1%) 5(17.2%) 2(11.1%) 123 32(33.7%) 20(41.7%) 2(6.9%) 0(0%) 123 22(23.2%) 20(41.7%) 2(6.9%) 1(5.6%) 123 23(24.2%) 23(47.9%) 2(6.9%) 1(5.6%) 123 26(27.4%) 35(72.9%) 4(13.8%) 1(5.6%) 123 40(42.1%) 38(79.2%) 11(37.9%) 1(5.6%) 123 50(52.6%) 33(68.8%) 14(48.3%) 2(11.1%) 123 49(51.6%) 39(81.3%) 15(51.7%) 4(22.2%) 123 58(61.1%) 41(85.4%) 15(51.7%) 1(5.6%) 123 57(60.0%) 21(43.8%) 5(17.2%) 1(5.6%) 123 27(28.4%) 34(70.8%) 8(27.6%) 12(66.7%) 123 54(56.8%)
Vol. 5, No.5, Dec 2002, 104 8.21 3.66 1.94 123 5.63 9(18.8%) 6(20.7%) 0(0%) 213 15(15.8%) 47(98.0%) 23(79.3%) 18(100%) 312 88(92.6%) 1.17 1 1 123 1.08 36(75%) 15(51.7%) 13(72.2%) 132 64(67.4%) 29(60.4%) 7(24.1%) 13(72.2%) 312 49(51.6%) 11(22.9%) 2(6.9%) 2(11.1%) 132 15(15.8%) 10(20.8%) 2(6.9%) 15(83.3%) 312 27(28.4%) 41(85.4%) 10(34.5%) 7(38.9%) 132 58(61.1%) 16(33.3%) 3(10.3%) 1(5.6%) 123 20(21.1%) 4(8.3%) 0(0%) 0(0%) 132 4(4.2%) 3.06 1.34 2.83 132 2.49 a 2.27 48 (47+42+20)/48=2.27 b 29 8 14/(29-8)=70% c 123 d ( ) 84% 73% 38.9% 13.8% ( ) 0.01% 0.68% 7.86%
105 42 (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%
Vol. 5, No.5, Dec 2002, 106 56.8% 13 8.21 3.66 1.94 13 12 ( http://csa.moneydi.com) ( ) Q&A 15.8% 92.6% 080 E-mail E-mail ( ) 15.8% 28.4% 83.3% 67.4%
107 51.6% (Site Map) 21.1% 61.1% 4 1 29 (92.6%) (88.4%) (77.9%) (4.2%) (15.8%) (15.8%) 29 17.52 9.38 10.56 13 100.0% 80.0% 60.0% 40.0% 20.0% 0.0%
Vol. 5, No.5, Dec 2002, 108 166 1 57.3%(=95/166) (100%=18/18) (34.1%=39/85) 229 (92.6%) (88.4%) (77.9%) (4.2%) (15.8%) 3 4 1 (1991) 2 (2000) - 46 33-48 3 (1996) 4 (2000)
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