Website development by nonprofit organizations in an emerging market: a case study of Thai websites

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2016-08-01 DOI:10.1002/NVSM.1557

Kristin Kirk, P. Ractham, A. Abrahams

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引用次数: 18

Abstract

Nonprofit organizations are pertinent players in making the world a better place. Their websites aid in fulfilling their socially beneficial missions by being a platform to present themselves, to interact with stakeholders around the world, and to perform e-transactions to raise funds. This interdisciplinary research explores nonprofit websites in Thailand, an emerging market, to determine their progress through an adapted e-business stage model. A manual website decoding process was used to determine the development of websites, within the sector. On average, almost three-quarters of the websites offered interactivity and just less than half conducted online transactions, but internationally connected organizations in Thailand were significantly more likely to do so. The findings suggest that while nonprofit websites in Thailand are progressing, there is significant lag between local Thai websites and those that have international connections. While the model successfully provided new data for understanding nonprofit websites in less developed markets, it may need to be modified in future studies. Copyright © 2016 John Wiley & Sons, Ltd.

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新兴市场中非营利组织的网站开发:泰国网站的案例研究

非营利组织在让世界变得更美好的过程中扮演着重要角色。他们的网站通过成为一个展示自己、与世界各地的利益相关者互动、进行电子交易以筹集资金的平台，帮助他们实现对社会有益的使命。这项跨学科的研究探索了泰国这个新兴市场的非营利网站，通过一个适应的电子商务阶段模型来确定它们的进展。手动网站解码过程被用来确定网站的发展，在部门内。平均而言，近四分之三的网站提供互动性，只有不到一半的网站进行在线交易，但泰国的国际联系组织更有可能这样做。调查结果表明，尽管泰国的非营利网站正在取得进展，但泰国本地网站与那些拥有国际联系的网站之间存在显著滞后。虽然该模型成功地为了解欠发达市场的非营利网站提供了新的数据，但它可能需要在未来的研究中进行修改。版权所有©2016 John Wiley & Sons, Ltd。

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

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0.00%

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期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.