Abstract

This study embarks to answer the question "what is the most appropriate website for publishing a display ad on the World Wide Web?" The key features identified in this regard included: electronic service quality, user-based (user-centered) design, electronic business model, interactivity, and website involvement. This research considered each of the extracted features to design and evaluate the conceptual model of the right website selection. In addition, a specific methodology was designed for operationalizing the model on the basis of TOPSIS farness from and closeness to the ideal. According to this mechanism, the model of right website selection is presented. Finally, this research conducted a case study to evaluate the performance of the model.

Key words: Internet advertisement, right website, innovative methodology, electronic satisfaction, electronic services quality.