The Website Schema

Steven Bellman and John R Rossiter

The website schema is conceptualized as the consumer's set of beliefs about information locations, and routes to those locations, on a website.
  

The Website Schema

Steven Bellman

University of Western Australia

John R. Rossiter

University of Wollongong

 

Introduction

Websites are an increasingly important component of most companies' integrated marketing communications (IMC) strategies. It has become a fact of doing business that all major companies and organizations, in addition to solely on-line companies, have to have websites (Salam, Rao, and Pegels 1998). For example, General Motors spent $47.9 million on online advertising in 2000, the bulk of it directed at its website (Saunders 2001). Mass media lead-in ads (Roehm and Roehm 2001), search engines...

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