Commercial activity on the World Wide Web (WWW) portion of the internet continues to grow at an accelerated rate. However, anecdotal evidence suggests there is a high level of variance in the extent of use of Web functionalities. This article examines the validity of this claim by content analyzing Web page HTML tags. These tags are used to capture the following Web functionalities: a) information dissemination, b) interactive communication, c) multi-media support, and d) access to internet tools like FTP, E-Mail, Telnet, etc. Our results (based on a sample of 77 Web sites from four service industries) support the anecdotal observation that there exists a high level of variance in the extent of use of Web functionalities.
Pardue, Harold J. and Chatterjee, Debabroto, "An Approach to Measuring Extent of Use of Web Functionalities: A Content Analysis of HTML Tags" (1997). AMCIS 1997 Proceedings. 42.