Creation of an Instrument to Measure Website Effectiveness Using the Analytic Hierarchy Process (AHP)

Creation of an Instrument to Measure Website Effectiveness Using the Analytic Hierarchy Process (AHP)

Ron Cheek (University of Louisiana Lafayette, USA), Martha L. Sale (Texas A&M University – Kingsville, USA) and Colleen Schwarz (University of Louisiana Lafayette, USA)
DOI: 10.4018/978-1-4666-9787-4.ch031
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Background

New applications and social media tools have a high impact on internet traffic, and websites are being continually created. These social media tools demand continuous change and adaptations by organizational websites. Top-level peer-reviewed journals may take anywhere from 2-3 years for an article to be published. By that time, the standards for websites have gone through several iterations.

In their book “Absolute Value,” Stanford Professor Itamar Simonson and Emanuel Rosen (2014) offer unique insight on the value of an organization’s website and its role in consumer behavior. From their perspectives, an organization’s website plays a significant role in customer relations. They found that organizational websites exert an impact on customer segmentation, positioning, and overall brand value. The design and function of an organization’s website enhances its brand value. Additionally, many organizations fail to recognize the importance of the organization’s online presence and its impact on consumer perceptions and behaviors.

Key Terms in this Chapter

Social media: The online interaction between people as they exchange information and ideas as they create and share content in virtual communities on the Internet.

Internal Consistency: The condition under which several items that propose to measure the same general construct produce similar scores.

Web Design: The design of a website whose major focus is users’ experience and search engine optimization.

Digital Revolution: It is the change from analog, mechanical, and electronic technology to digital technology.

Best Practices: These are the methods or techniques, through experience and research, show results superior to those achieved by other means.

Analytic Hierarch Process (AHP): A method to derive ratio scales from paired comparisons.

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