key factors affect the effectiveness of the communication 影响沟通的有效性的关键因素

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1、7thGlobalConferenceonBusiness&EconomicsISBN:978-0-9742114-9-7KeyFactorsaffecttheeffectivenessoftheCommunicationInformationSystems:AnempiricalinvestigationDr.ZoeVentoura–NeokosmidiAthensUniversityofEconomicsandBusinessDr.KalliopiChazipanagiotouAthensUniversityofEconomicsandBusinessChrisorroiE

2、leftheriadouMScNationalKapodistrianUniversityofAthensIoannisNeokosmidis,NationalTechnicalUniversityofAthens,Athens,GreeceABSTRACTThepurposeofthisstudyistoinvestigatethevariablesthatinfluencetheeffectivenessofCommunicationInformationSystems(CIS)asatoolofPublicRelations(PR).Asurveyisconducteda

3、ndaquestionnairewasdistributedto98Greekfirmsofthefoodsector.TheselectedenterprisesarelocatedinAthensanduseInformationSystemsinordertosupportcommunicationactivitiesandPRstrategies.ThequestionnaireswerestatisticallyprocessedusingSPSS.AnumberofvariablesthathavegreaterimpactontheeffectivenessofC

4、ISwerederivedusingsimpleregressions.Preliminaryfindingsindicatethatallthevariables:systemquality,informationqualityandsupportservicequalityarepositivelyrelatedtoCISeffectiveness.TheseresultsstronglysupportthenotionthatPRmanagershavetoinvestinstrengtheningthese26October13-14,2007Rome,Italy7th

5、GlobalConferenceonBusiness&EconomicsISBN:978-0-9742114-9-7criticalfactorsoftheirCISeffectiveness.Furthermore,theresultsseemtosuggestthatallthreevariablesthatwereexaminedinfluencedifferently(moreorless)thecertaindimensionsoftheCISeffectiveness.INTRODUCTIONInthelasttwentyyears,theroleofpublicr

6、elationsincontemporaryorganizationshasbeenchangedduetotechnologyandespeciallytheInternet.Informationhasbecomeapreciousassetforenterprisesleadingtotheuseofinformationsystemsasatoolofpublicrelations.Theeffectivenessofthecompany’sInformationSystem(IS)hasbecomethesubjectofmanyempiricalstudies(Mc

7、LeodandRogers,1985,Kotler,1966,Proctor,1991,Lietal.,1993,2001),butstillisquestionablewhethertheuseofCISasastrategictoolcreatesacompetitiveadvantagefororganizationsorhasaninfluenceontheimplementationofPR.Apossibleexplanationforthismaybethelackofanem