Drastic measures

Citation

Schwartz, D.G. (2008), "Drastic measures", Internet Research, Vol. 18 No. 4. https://doi.org/10.1108/intr.2008.17218daa.001

Drastic measures

Article Type: Editorial From: Internet Research, Volume 18, Issue 4

We cannot improve what we do not measure. Well, we can improve it but the improvement may be less noticeable or less effective than it would have been had we first measured. And without measurement, without some form of evaluation, be it self-evaluation or evaluation of others, we could be missing myriad opportunities for improvement just awaiting our attention.

And so it is that the “Empirical study of the uptake of performance measurement by Internet retailers”, by Gunawan et al., breaks important new ground. This study of performance measurement not only documents and explains many key approaches; it provides insightful views of how and when online retailers are adopting those measurements, and reveals the tradeoffs to be found in measuring performance solely for short term operational impact rather than long term strategic benefit.

Cognitive ability is a fascinating thing to measure. Measuring cognitive ability goes beyond coming up with a score or ranking, and is necessary to determine the relationship between cognitive activities and certain aspects of Internet use. Johnson applies three different measures, covering verbal reasoning, visual reasoning, and Internet use, providing us with the first empirical investigation of the connections between them in “Verbal and visual reasoning and Internet use”. This article examines, amongst other things, the differences in visual and verbal reasoning between individuals who frequently and infrequently use the Internet.

The Hierarchy of Effects model has traditionally been used to measure and study the persuasive abilities of communications media. In “The moderating role of user motivation in Internet access and individuals’ responses to a web site”, Cabezudo et al., extend this model to incorporate new factors that help evaluate the response of individuals to specific websites. Chen and Huang present “Use and gratification in e-consumers”. In it they integrate U&G theory with the technology acceptance model introducing the measurement of two new behaviors found amongst the users of e-commerce.

Also in this issue of Internet Research, Ho and Ko study the “Effects of self-service technology on customer value and customer readiness” in a case study examining Internet banking. Their study focuses on customer retention rather than initial acquisition and examines continued use of online banking services over extended time periods.

Whether we are measuring cognitive abilities, media effectiveness, or even the act of measurement itself, there is much to be gained. The challenge, however, becomes more acute when it is not yet clear what we should be measuring. This issue of Internet Research addresses that challenge on a number of important levels.

David G. Schwartz