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Organizational Size, Multiple Audiences, and Web Site Design

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This study investigated the potential relationship between organizational size, multiple audiences, and Web site design. It explained why it is important to take organizational factors into consideration while designing a Web site. This study examined organizational innovativeness in Web site design with respect to organizational size and multiple audiences. It came up with three propositions on how organizational size is related to multiple audiences, and how these two factors together impact organizational innovativeness in Web site design. Organizational size positively influences the size of an organizational Web site, the number of audiences to the Web site, and the organization's innovativeness in Web site design. Related to those three are five more propositions on simplicity, text size, ambiguity and metaphor, dynamics, and language choice and page layout in Web site design. The examination of three organizational Web sites suggested that their design attributes provide support to the propositions.
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Document Type: Research Article

Publication date: 01 February 2002

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  • Technical Communication, the Society's journal, publishes articles about the practical application of technical communication theory and serves as a common arena for discussion by practitioners. Technical Communication includes both quantitative and qualitative research while showcasing the work of some of the field's most noteworthy writers. Among its most popular features are the helpful book reviews. Technical Communication is published quarterly and is free with membership.
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