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A Model for Assessing Web Sites as Tools in Building Organizational-Public Relationships
Unformatted Document Text:  Web Sites and Organizational-Public Relationships 52 Fig. 1 ANTECEDENTS, PROCESSES AND CONSEUQENCES OF ORGANIZATIONAL-PUBLIC RELATIONSHIPS CREATED ON WEB SITES Antecedents related to Processes based upon Consequences measured in ¥ Organization Commitment to web communications Strategic purposes/uses Communication functions performed Systems Technologies Accessibility Design/ease of use User Pre-existing relationships with organization Other communications with organization Self-identity Orientation/goals Knowledge of and involvement in content Attitudes toward web sites -- Preference --Credibility Attitudes toward computing and computers in general Computer skills and self-efficacy Personality Awareness Recognition of online presence Trial use/adoption p Cognitive processing Message learning Source/organization learning p Interactivity System interaction Verbal interaction p Impression formation Attitudes toward online content Attitudes toward system/ site Knowledge of content, organization - Recognition/recall - Comprehension of key messages Attitudes toward the organization General - Liking - Relevance - Identity - Affinity - Intent Assessments of performance - Commitment - Trust - Satisfaction - Control mutuality Communication activity Repeated web site visits Other communications with organization Communications with others Behaviors beneficial to organization (and user) (Buying, investing/ donating, working, voting, self-care/risk avoidance)

Authors: Hallahan, Kirk.
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Web Sites and Organizational-Public Relationships
52
Fig. 1
ANTECEDENTS, PROCESSES AND CONSEUQENCES OF
ORGANIZATIONAL-PUBLIC RELATIONSHIPS CREATED ON WEB SITES
Antecedents related to Processes based upon Consequences measured
in
¥
Organization
Commitment to web
communications
Strategic purposes/uses
Communication
functions performed

Systems
Technologies
Accessibility
Design/ease of use

User
Pre-existing relationships
with organization
Other communications
with organization
Self-identity
Orientation/goals
Knowledge of and
involvement in content
Attitudes toward web
sites
-- Preference
--Credibility
Attitudes toward
computing and
computers in general
Computer skills and
self-efficacy
Personality
Awareness
Recognition of online
presence
Trial use/adoption
p
Cognitive processing
Message learning
Source/organization
learning
p
Interactivity
System interaction
Verbal interaction
p
Impression formation
Attitudes toward online
content
Attitudes toward system/
site
Knowledge of content,
organization
- Recognition/recall
- Comprehension of key
messages

Attitudes toward the
organization
General
-
Liking
-
Relevance
-
Identity
-
Affinity
-
Intent
Assessments of performance
-
Commitment
-
Trust
-
Satisfaction
-
Control mutuality

Communication activity
Repeated web site visits
Other communications
with organization
Communications with
others

Behaviors beneficial to
organization (and user)
(Buying, investing/ donating,
working, voting, self-care/risk
avoidance)


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