The Internet and Relationship Building

초록

The purpose of this paper is to investigate the impact of Web characteristics on perceptions toward relational components by publics. An Internet survey was conducted among one online company’s members. The data surveyed were analyzed with 250 members. The outcomes showed that interactivity has a significant effect on relationship building. Interactivity of the Internet site can increase mutual understanding and reciprocity between an organization and its publics. This effect can contribute positively to the advancement of trust, control mutuality, communal relationship, commitment, satisfaction, and reputation. The organization can employ the Internet site to build relationships with the public. If the organization tries to utilize the Internet to focus on commercial transactions and to show off empty achievements through swamped multimedia materials, the Internet would function negatively in a long term. The implications of the research results were discussed