Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
andcomplicateorientation8orevendiscouragefurtherreading.Amoderate
numberofmultimediaelementsalsoensuresfasterpageloading.Hajsaleh
(2007)placesastrongandindividualbenefitfromthesiteforthecustomeras
wellasitsoriginalityandinimitabilityamongfeaturesofsuccessfulwebsites.
Thefactthatthesiteiswelldesignedandfulfilsitsintendedpurposeiswell
reflectedintheso-calledMostDesiredAction(MDA),i.e.inthedesirable
actionofavisitortothesite:ifthecompanyprimarilyseeksonlinesales,itis
successfuliftheyreachahighnumberofconversions9.
3.Descriptionofstate-of-the-art
TherehasbeenpreviousresearchonwebsiteconductedinforeignandCzech
literature,butthefocusismainlyontheform/characteroftheirmarketing
presentation.However,summarypublicationsofpragmatic-linguistic
characterarestillmissing10.
Ingeneral,professionalandpopularisingpublicationscanbedividedinto
perception-andproduction-oriented.Perception-orientedpublicationsfocus
ontheresearchregardingthesuccessofmarketingstrategies,theeffectonthe
recipient,attitudes,andtherecipient’sbehaviourinresponsetothewebsite,
whileproduction-orientedpublicationsrepresentanalytical-synthetic
workswhichadvisecompaniesonhowtousetheInternetenvironment
forpromotion.ChaffeyandEllis-Chadwick(2016)outlineeachcategory
ofwebpresentationindetail11.Kruga’sresearch(2006),whichfocuseson
8
Stevenson,J.,GordonC.,B.,Kumar,A.Webpagebackgroundandviewers’attitudes.
In:JournalofAdvertisingResearch,40,2000.29-34.
9
Wewilldealwiththeinterfaceandthetechnologicalbackgroundonlyiftheir
interpretationisrelevantfortheinterpretationofmarketingstrategiesandthe
meansofcommunicationused,theirquantity,formsandmeansofconvincing,which
isofparticularimportanceinourresearch.
10
Analysesofindividualwebsitesarerelativelynumerous,specificallythosewith
thesamefocusortargetedsegment.However,thesearemainlystudent-leveltextsat
thelevelofqualificationpapers.
11
Theseauthorsalsomentionso-calledpersuasionmarketing,theproceduresof
whichwillalsobeverifiedinourresearch.Thescholarsconsiderthatuusingdesign
elementssuchaslayout,copyingandtypographytogetherwithpromotionalmessag-
22
