The Evolution of Corporate Web Presence: A Longitudinal Study of Large American Companies

This paper presents the results of a six-year longitudinal survey of the web sites of S&P 500 companies. Using nine design and functional measures developed based on prior research, we find that S&P 500 companies have experienced significant transformation of their web presence, signified by the increasing levels of information and interactivity. We find a continuing trend toward increasing numbers and types of features offered, suggesting that large companies are placing greater importance on the customer orientation of their web sites in order to attract and maintain a profitable customer base. The findings of this study offer guidelines to managers for creating a web presence that improves customer and shareholder perception of the company, increases customer loyalty, and facilitates the execution of e-commerce strategies. The results of this study also provide a foundation for further research on the relationships among customer perceptions, customer loyalty, and financial performance.