The extended website stage model: a study of Canadian winery websites

Rao, Metts, and Mora Monge (2003) proposed a stage model to reflect the progression small businesses follow in their use of Internet technology. We extend their work in two ways. We introduce marketing integration into this technology-focused model and further differentiate the transactions stage of the framework. We then use the model to examine differences in the degree of sophistication of websites used by businesses in the Canadian winery sector. Data collection entailed a content analysis on a census of English language Canadian winery websites (N = 206). A supplementary survey was used to distinguish among those sites that were making use of relatively advanced technologies. A multinomial logit analysis was applied to examine a series of research questions based upon our integrated model. Implications of the findings for scholarship and practice are discussed. Copyright © 2009 ASAC. Published by John Wiley & Sons, Ltd.