A survey of web site success metrics used by Internet-dependent organizations in Korea

Purpose – The key purpose of the present research is to learn whether businesses use web site metrics to support business strategies and how web site metrics used differ by web site categories.Design/methodology/approach – A combination of a preliminary telephone survey and an e‐mail questionnaire survey was used to gather data. Potential respondents were contacted by phone to find firms measuring web site success. An e‐mail survey was conducted to learn how metrics were used to measure the success of a corporate web site. Responses were examined to study not only purposes and net benefits of measurement but also metrics measured.Findings – Findings of the study indicated that a majority of businesses which took part in this survey were using the metrics more for operational than for strategic purposes. This observation is to some extent consistent with the normative view highlighted by the literature that organizations should measure how successfully their web sites support business objectives and, there...