建立企業網頁公關效果評估指標－－以2002年台灣五百大服務業為例

Abstract

本文以台灣五百大服務業為研究樣本，提出三個問題：（1）台灣企業網站的公關效果可分為哪些面向？（2）台灣企業網站的公關效果，受到哪些組織性因素的影響？（3）台灣企業網站有呈現公共議題討論的比例為何？和組織性因素的關係又是如何？研究結果發現，「介面人性度」和「資訊實用性」為重要的網站公關效果面向。其中「資訊實用性」更以「目標公眾」為區分標準，分為一般／消費者資訊實用性、媒體資訊實用性和投資人資訊實用性等。在建構網站公關效果的概念，大部分企業仍依照行銷傳播目標架構其網站功能。本研究也發現，在組織性因素方面，營業額高的企業有較多資源配置於以對外溝通為主的企業網站，溝通效果較高。

The present study proposes three research questions: (1) What are the dimensions when we evaluate the effects of web-based public relations? (2) How do organizational factors influence the performance of web-based communications? (3) What is the percentage of corporate websites mentioning public issues or containing information about social responsibility? The research findings suggest that `ease of interface` and `the usefulness of information` are two crucial dimensions of evaluating web-based public relations effectiveness. The concept of `the usefulness of information` can further be divided into three areas targeting at the consumers, the mass media and stockholders respectively. The findings suggest that most corporations construct their websites under the principles of Integrated Marketing Communication. Bigger corporations, defined by their annual sales, allocate more resources to web-based communications and therefore, leading to stronger effects.