Analyzing behavior patterns of internet consumers through database integration
Journal of International Information Management
Analyzing behavior patterns of internet consumers through
Jeretta Horn Nord
Oklahoma State University
G. Daryl Nord
Oklahoma State University
Part of the Management Information Systems Commons Recommended Citation Rao, Sally; Nord, Jeretta Horn; and Nord, G. Daryl (2002) "Analyzing behavior patterns of internet consumers through database integration," Journal of International Information Management: Vol. 11 : Iss. Available at: https://scholarworks.lib.csusb.edu/jiim/vol11/iss1/1
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Article 1
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Analyzing behavior patterns of internet
consumers through database
integration
Saiiy Rao
Griffith University
Jeretta Horn Nord
G. Daryl Nord
Okiahoma State University
ABSTFIACT
A question facingcontemporary entrepreneurs is: How can Electronic Commerce be used
to exploit business opportunities now available through highly efficient electronic markets?
This study aims to answer that question. Although the Internet is increasingly being adopted to
market products and services, little academic attention has been paid to its linkages with data
base technology. This research used focus groups andconvergent interviews to develop aframe
work illustrating how firms use the Internet and database technology for strategic advantage.
Results revealed that integration of Internet and database marketing enhances the effectiveness
of EC's potential, offering such benefits as increased accuracy and speed, cost saving, and
more importantly greater interaction and better relationships with customers; thus providing
more effective application of existing and emerging technologies. The extent,degree and speed
of communication enabled by the Internet makes it a synergistic component of an effectual
database marketing strategy. Findings from this research have implications for both theory and
practice providing strategiesto achieve optimal results through the integration of Internet and
database technologies.
INTRODUCTION
Many firms have adopted the Internet for promotional purposes(Williams, 2000) but have
not yet fully capitalized on its interactive marketing capabilities
(Rowsom, 1998)
. Nevertheless,
some practitioners and consultants are realizing the potential for integrating the Internet with
organizational databases. For example,Rowson (1998, p. 24) noted the recency and potential of
the integration of Internet information into database marketing in driving the success of elec
tronic commerce by forecastingthat 'instituting database marketing on the Web will be like mak
ing the leap from playing checkersto playing multi-level chess.'
1
However, academic research relating to the integration of Electronic Commerce and database
technology to gain strategic advantage is lacking. There has been recognition in the academic
literature about the Internet and database marketing separately
(Forrest & Mizerski, 1995; Mont
gomery, 1999; Hoffman & Novak, 1996)
, but not about their integration. Hence the aim of this
paper is to develop a framework for integrating Internet and database technology to help entre
preneurs gain strategic advantage by improving their marketing effectiveness, based on the re
sults of rigorous academic research. Essentially, the researchers argue that aspects of inputs,
processes and strategic outputs describe and explain the integration of business to consumer and
business to business marketing strategies utilizing database technology.
This paper has three parts. First, a preliminary framework based on the literature is out
lined. Next, the methodology of focus groups and convergent interviewing is briefly described.
Finally, results and a revised framework based on the findings are presented.
An extensive review of the literatureconcerning Internet and database marketing preempted
development of a framework to integrate Internet marketing into database marketing processesso
that related research issues could be identified. The background theories
(Phillips & Pugh, 1994)
or parent disciplines
(Perry, 1998)
used to develop the framework are Internet marketing and
database marketing. Discussion of these begins broadly and then focuses more narrowly towards
the immediate discipline ofthe research problem.
REVIEW OF THE LITERATURE
The literature provides a professional awareness of the background theories or fields of
study of this research
(Phillips & Pugh, 1994)
that are the foundations of the theoretical frame
work
(Perry, 1998)
. The Web has been around for a number ofyears in various forms. However,
it only broke into the popular culture after the introduction of graphical browsers. Prior to that, it
had been primarily an academic and scientific tool for sharing information. Because of thisshort
existence there is very little to be found in the literature regarding behavior with respect to Web
presence
(McManis, et al., 2001)
. The parent disciplines for th (...truncated)