Firm size, web site content, and financial performance in the transportation industry

The transportation industry has been revolutionized by the World Wide Web with the Internet rapidly emerging as the optimal medium for the exchange of information between shippers and carriers throughout the supply chain. Despite this, many motor carrier firms may still not be placing enough emphasis on the Internet. Recent empirical research studies suggest that Internet utilization in the supply chain is significantly influenced by firm size. This study analyzes the informational and interactive content of the Top 100 U.S. motor carrier firms' web sites to examine the relationship between firm size and Internet utilization. In addition, as there is little research that assesses the payoff in terms of benefits for firms that place more emphasis on the Internet for commercial activity, secondary financial data are used to evaluate the association between Internet utilization and firm financial performance in the transportation industry.