Exploratory Case Study Research on Web Accessibility Marie-Luise Leitner, Christine Strauss Department of Electronic Business University of Vienna, Austria Funded by the Austrian National Bank, Jubiläumsfonds 12461
Overview 1. Asset „Web Accessibility “ 2. Research Design 3. Case Study Analysis 4. Conclusion Slide 2/24 Exploratory Case Study Research on Web Accessibility 11/07/08
The Asset „Web Accessibility “ (1/4) Legal Requirements Social Economic Responsibility Advantages WEB ACCESSIBILITY Slide 3/24 Exploratory Case Study Research on Web Accessibility 11/07/08
The Asset „Web Accessibility “ (2/4) Social Responsibility § Reduction of discrimination § New social model of disability § Corporate Social Responsibility (CSR): positive link between CSR and financial performance „doing well by doing good “ (Key & Popkin 1998, Waddock & Graves 1997) Slide 4/24 Exploratory Case Study Research on Web Accessibility 11/07/08
The Asset „Web Accessibility “ (3/4) Legal Requirements in Austria Austrian Federal Constitution (1997) § „Nobody should be discriminated against due to an impairment“. Austrian Equalization Act for People with Disabilities § (2005) „People with impairments must be granted equal rights for participating in public life“. Austrian e-Government Act (2004) § „Public websites have to meet international standards on web accessibility by January 2008“. Slide 5/24 Exploratory Case Study Research on Web Accessibility 11/07/08
The Asset „Web Accessibility “ (4/4) Economic Advantages Large Scale Problem Market Purchasing Potential Power CUSTOMER Demographic turnover Shift ORGA- Image Competitive Customer NIZATION Ameliorations Advantage Increase Cost costs SUPPLIER Maintenance Server Load Reduction Slide 6/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Overview 1. Asset „Web Accessibility “ 2. Research Design 3. Case Study Analysis 4. Conclusion Slide 7/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Research Design (1/2) Case Study: „empirical method of analysis of a contemporary phenomenon within ist real life context “ (Yin 2003) 4 Types of Case Studies § Single holistic Model robustness § Single embedded Validity § Multiple holistic § Multiple embedded Slide 8/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Research Design (2/2) tourism financial services non- non- accessible accessible accessible accessible information/communication retail non- non- accessible accessible accessible accessible Slide 9/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Overview 1. Asset „Web Accessibility “ 2. Research Design 3. Case Study Analysis 4. Conclusion Slide 10/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Case Study Analysis (1/7) Research Questions i. What is the business benefit that can be obtained from web accessibility? ii. How can the business impact of web accessibility be monitored? iii. Why do organisations in the private sector hesitate to adopt web accessibility? iv. Which incentives have to be initiated for private organisations to implement web accessibility? Slide 11/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Case Study Analysis (2/7) ¡ Categorisation Changes after implementation Reasons for accessibility - image - company size - social awareness yes ¡ - sales - industry sector - customer increase - customers - turnover - law - cost/benefit - number of employees - other benefits - time/output - target segments ¡ Accessible ¡ web ¡presence ¡ Website characteristics Reasons for lack of Incentives for implementation - size accessibility - law - technology - familiarity with subject - increased website traffic no ¡ - purpose - funding - government funding - complexity - target audience - specific education - maintenance - priority - resources (time/manpower) Slide 12/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Case Study Analysis (3/7) Categorisation • Company size • Industry Sector … • Turnover • Number of employees • Target segments Accessible Web Website Characteristics Presence • Size … • Technology • Purpose • Complexity • Maintenance Slide 13/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Case Study Analysis (4/7) ¡ Categorisation Changes after implementation Reasons for accessibility - image - company size - social awareness yes ¡ - sales - industry sector - customer increase - customers - turnover - law - cost/benefit - number of employees - other benefits - time/output - target segments ¡ Accessible ¡ web ¡presence ¡ Website characteristics Reasons for lack of Incentives for implementation - size accessibility - law - technology - familiarity with subject - increased website traffic no ¡ - purpose - funding - government funding - complexity - target audience - specific education - maintenance - priority - resources (time/manpower) Slide 14/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Case Study Analysis (5/7) Changes after implementation Reasons for accessibility • image • Social awareness • sales • Customer increase • customers • law • Cost/benefit • Other benefits … • Time/output Slide 15/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Case Study Analysis (6/7) ¡ Categorisation Changes after implementation Reasons for accessibility - image - company size - social awareness yes ¡ - sales - industry sector - customer increase - customers - turnover - law - cost/benefit - number of employees - other benefits - time/output - target segments ¡ Accessible ¡ web ¡presence ¡ Website characteristics Reasons for lack of Incentives for implementation - size accessibility - law - technology - familiarity with subject - increased website traffic no ¡ - purpose - funding - government funding - complexity - target audience - specific education - maintenance - priority - resources (time/manpower) Slide 16/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Case Study Analysis (7/7) Reasons for lack of … Incentives for implementation accessibility • law • Familarity with subject • Increased website traffic • funding • Government funding • Target audience • Specific education • Priority • Resources (time/manpower) Slide 17/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Overview 1. Asset „Web Accessibility “ 2. Research Design 3. Case Study Analysis 4. Conclusion Slide 18/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Conclusion & Perspective Increasing Importance of Web Accessibility à Public & Private web presences concerned à Business and management considerations necessary Conceptual Framework à Reusability à Transparency à Systematic exploration of business implications à Basis for further qualitative and quantitative research Slide 19/24 Exploratory Case Study Research on Web Accessibility 11/07/08
Thank you for your attention! Contact Marie-Luise Leitner University of Vienna Department of Electronic Business Brünner Straße 72 1210 Vienna T +43 1 4277 38090 M marie-luise.leitner@univie.ac.at W www.univie.ac.at/ebusiness Slide 20 /24 Exploratory Case Study Research on Web Accessibility 11/07/08
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