An exploration of small business Website optimization: Enablers, influencers and an assessment approach

Geoff Simmons, Gillian A. Armstrong, Mark G. Durkin

Research output: Contribution to journalArticle

36 Citations (Scopus)


The literature reveals a need for more integrated research contributions to small business Internet adoption and theoretical development. There is also a need for these developments to relate more closely to effective, or optimized, use of web applications in business processes and growth. To address this, and building upon recent integrated theoretical developments, the aim of this study is to explore the determinants and outcomes relating to small business Website optimization. Five determining variables isolated from recent theoretical developments relate to small business Website adoption outcomes. Utilizing an optimization rating instrument with these variables a methodological approach produced four key findings. From these findings we develop an optimization model and focus important contributions as propositions. These propositions provide a new understanding of the enablers and influencers of small business Website optimization and a basis for research to develop further insights in this area.
Original languageEnglish
Pages (from-to)534-561
Number of pages28
JournalInternational Small Business Journal
Issue number5
Publication statusPublished - Oct 2011


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