A Study of Internet User Attitudes Toward Focused Broadcasting on the World Wide Web

Article type: Research Article

Authors: Ho, James K.

Affiliations: Information & Decision Sciences, University of Illinois at Chicago, m/c 294, 601 South Morgan, Chicago, IL 60607, USA. E-mail: [email protected]

Abstract: Amidst the debate on the relative merits of push versus pull technologies, the role of information dynamics over the Internet in shaping truly compelling use of the medium for electronic commerce is being recognized. Focused Broadcasting, a business model of matching classified and want ads using the World Wide Web, is positioned as an example of a balanced approach whose success may be predictable based on market research and analysis. This article reports on a study conducted in New Zealand of Internet user attitudes toward this type of service.

Keywords: electronic commerce, information dynames, marketing on the Internet, advertising on the World Wide Web

DOI: 10.3233/INF-2001-12207

Journal: Informatica, vol. 12, no. 2, pp. 285-296, 2001