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Factors affecting the adoption of the internet in the public sector
journal contribution
posted on 2000-12-04, 00:00 authored by J Napoli, Mike Ewing, L F PittResearch in the area of electronic marketing has focused considerable attention on consumers' and advertisers' perceptions of the Internet as a marketing communication medium. Whilst such research has been undertaken mostly in the private sector, it is important to recognize, and attempt to understand, the growing number of public sector organizations that have an Internet presence. Results of a study of the perceptions of managers in public sector organizations of the Internet as a marketing communication tool are reported. Findings suggest that decision makers in the public sector who feel that there is a need for their organizations to have an Internet presence, are more inclined to adopt the Internet as part of their marketing communications program. Furthermore, they are more likely to feel that use of the Internet will improve their overall marketing effectiveness. It is also interesting to note that the perceived complexity of using the Internet has a significant effect on both the adoption of and attitude towards the Internet as a marketing communications tool. This suggests that there is still some uncertainty amongst public sector organizations as to the usefulness of the Internet in marketing their services. © 2000 by The Haworth Press, Inc. All rights reserved.
History
Journal
Journal of Nonprofit and Public Sector MarketingVolume
7Issue
4Pagination
77 - 88Publisher
RoutledgeLocation
Philadelphia, Pa.Publisher DOI
ISSN
1049-5142eISSN
1540-6997Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2000, The Haworth PressUsage metrics
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