Exploratory Case Study Research on Web Accessibility Marie-Luise - - PowerPoint PPT Presentation

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

Slide 2/24 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 3/24 Exploratory Case Study Research on Web Accessibility 11/07/08

The Asset „Web Accessibility“ (1/4)

WEB ACCESSIBILITY Social Responsibility Legal Requirements Economic Advantages

Slide 4/24 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 5/24 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 6/24 Exploratory Case Study Research on Web Accessibility 11/07/08

The Asset „Web Accessibility“ (4/4)

Economic Advantages

Large Scale Problem Demographic Shift Image Ameliorations Competitive Advantage Market Potential Purchasing Power Customer Increase Maintenance Server Load Cost Reduction CUSTOMER ORGA- NIZATION SUPPLIER

turnover costs

Slide 7/24 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 8/24 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 § Single embedded § Multiple holistic § Multiple embedded

Model robustness Validity

Slide 9/24 Exploratory Case Study Research on Web Accessibility 11/07/08

Research Design (2/2)

tourism financial services retail information/communication

accessible non- accessible accessible accessible accessible non- accessible non- accessible non- accessible

Slide 10/24 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 11/24 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

• rganisations to implement web accessibility?

Slide 12/24 Exploratory Case Study Research on Web Accessibility 11/07/08

Case Study Analysis (2/7)

¡ Categorisation

• company size
• industry sector
• turnover
• number of employees
• target segments

¡

Website characteristics

• size
• technology
• purpose
• complexity
• maintenance

Accessible ¡ web ¡presence ¡ Reasons for accessibility

• social awareness
• customer increase
• law
• other benefits

Changes after implementation

• image
• sales
• customers
• cost/benefit
• time/output

Reasons for lack of accessibility

• familiarity with subject
• funding
• target audience
• priority
• resources (time/manpower)

Incentives for implementation

• law
• increased website traffic
• government funding
• specific education

yes ¡ no ¡

Slide 13/24 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

Website Characteristics

• Size
• Technology
• Purpose
• Complexity
• Maintenance

Accessible Web Presence … …

Slide 14/24 Exploratory Case Study Research on Web Accessibility 11/07/08

Case Study Analysis (4/7)

¡ Categorisation

• company size
• industry sector
• turnover
• number of employees
• target segments

¡

Website characteristics

• size
• technology
• purpose
• complexity
• maintenance

Accessible ¡ web ¡presence ¡ Reasons for accessibility

• social awareness
• customer increase
• law
• other benefits

Changes after implementation

• image
• sales
• customers
• cost/benefit
• time/output

Reasons for lack of accessibility

• familiarity with subject
• funding
• target audience
• priority
• resources (time/manpower)

Incentives for implementation

• law
• increased website traffic
• government funding
• specific education

yes ¡ no ¡

Slide 15/24 Exploratory Case Study Research on Web Accessibility 11/07/08

Case Study Analysis (5/7)

… Reasons for accessibility

• Social awareness
• Customer increase
• law
• Other benefits

Changes after implementation

• image
• sales
• customers
• Cost/benefit
• Time/output

Slide 16/24 Exploratory Case Study Research on Web Accessibility 11/07/08

Case Study Analysis (6/7)

¡ Categorisation

• company size
• industry sector
• turnover
• number of employees
• target segments

¡

Website characteristics

• size
• technology
• purpose
• complexity
• maintenance

Accessible ¡ web ¡presence ¡ Reasons for accessibility

• social awareness
• customer increase
• law
• other benefits

Changes after implementation

• image
• sales
• customers
• cost/benefit
• time/output

Reasons for lack of accessibility

• familiarity with subject
• funding
• target audience
• priority
• resources (time/manpower)

Incentives for implementation

• law
• increased website traffic
• government funding
• specific education

yes ¡ no ¡

Slide 17/24 Exploratory Case Study Research on Web Accessibility 11/07/08

Case Study Analysis (7/7)

… Reasons for lack of accessibility

• Familarity with subject
• funding
• Target audience
• Priority
• Resources (time/manpower)

Incentives for implementation

• law
• Increased website traffic
• Government funding
• Specific education

Slide 18/24 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 19/24 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 20 /24 Exploratory Case Study Research on Web Accessibility 11/07/08

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

Thank you for your attention!

Slide 21/24 Exploratory Case Study Research on Web Accessibility 11/07/08

References

Brajnik, G.: Web Accessibility Testing – when the method is the culprit, In: Miesenberger K., Klaus J., Zagler W., Karshmer, A. (eds.), Computers Helping People with Special Needs, LNCS, Vol. 4061, Springer, Berlin, pp. 156-163 (2006) Darzentas, J., Miesenberger, K.: Design for All in Information Technology: a Universal Concern (Keynote), In: Andersen, K., Debenham, J., Wagner, R. (Eds.): Database and Expert Systems Applications, LNCS, Vol. 3588, Springer, Berlin, pp. 406-420 (2005) Eisenhardt, K.: Building Theories from Case Study Research, The Academy of Management Review, Vol. 14, No. 4 (1989) Glaser, B., Strauss, A.: The Discovery of Grounded Theory, de Gruyter, New York (1967) Hackett, S., Parmanto, B.: A longitudinal evaluation of accessibility: higher education websites, Internet Research, Vol. 15, No. 3 (2005) Hanson, V.: Making the web accessible for seniors, In: Proceedings of the International Conference on Aging, Toronto, Canada, ICTA p 54- 59 (2001) http://virtual.inesc.pt / wuauc01/procs/pdfs/hanson_final.pdf Heerdt, V., Strauss, C.: A Cost-Benefit Approach for Accessible Web Presence, In: Klaus J., Miesenberger K., Burger D., and Zagler W. (eds.) Computers Helping People with Special Needs, LNCS, Vol. 3118, Springer, Berlin, pp. 323-330 (2004) Key, S., Popkin, S.: Integrating ethics into the strategic management process: doing well by doing good, Management Decision, Vol. 36, No. 5, PP. 331-338 (1998).

Slide 22/24 Exploratory Case Study Research on Web Accessibility 11/07/08

References

Leitner, M.-L., Miesenberger, K., Ortner, D., Strauss, C.: Web Accessibility Conformity Assessment – Implementation Alternatives for a Quality Mark in Austria, In: Miesenberger K., Klaus J., Zagler W., Karshmer, A. (eds.), Computers Helping People with Special Needs, LNCS, Vol. 4061, Springer, Berlin, p. 271-278 (2006) Loiacono, E., McCoy, S.: Web site Accessibility: an online sector analysis, Information Technology & People, Vol. 17, No. 1, pp. 87-101 (2004). Miles, M. B., Huberman, A.M.: Qualitative data analysis - an expanded sourcebook, 2nd edition, Thousand Oaks, California, Sage Publications (1996) Milliman, R.: Website Accessibility and the private sector: disability stakeholders cannot tolerate 2% access, Information Technology and Disabilities Vol.1, No. 8 (2002) Moir, L.: What do we mean by Corporate Social Responsibility?, Corporate Governance, Vol. 1, No, 2, pp. 16-22 (2001). Ortner, D., Miesenberger, K.: Improving Web Accessibility by providing higher education facilities for Web designers and Web developers following the Design for all approach, in: Tjoa, A., Wagner, R.: DEXA 2005; Database and Expert Systems Applications, IEEE Computer Society, Brussels (2005)

Slide 23/24 Exploratory Case Study Research on Web Accessibility 11/07/08

References

Petrie, H., Badani, A., Bhalla, A.: Sex, lies and web accessibility: the use of accessibility logos and statements on e-commerce and financial websites, In: Proceedings of the Accessible Design in the Digital World Conference (2005) Sierkowski, B.: Achieving web accessibility, In: Proceedings of the 30th annual ACM SIGUCCS conference on User services, ACM Press, Providence, pp. 288–291 (2002) Stake, R.: The Art of Case Study Research, Sage Publications, Thousand Oaks (1995) Waddock, S., Graves, S.: The Corporate Social Performance – Financial Performance Link, Strategic Management Journal, Vol. 18, No. 4, pp. 303-319 (1997).5. Williams, R., Rattray, R.: An assessment of Web accessibility of UK accountancy firms, Managerial Auditing Journal, Vol. 18, No. 9 (2003) Yin, R.: Case Study Research – Design and Methods, Applied Social Research Methods Series, 3rd edition, Vol. 5, Sage Publications, Thousand Oaks, California (2003)

Slide 24/24 Exploratory Case Study Research on Web Accessibility 11/07/08

Research Design

• Hackett & Parmanto (2005)
• Brajnik (2006)
• Loiacono & McCoy (2004)
• Petrie et al. (2005)
• Sierkowski (2003)
• Williams & Rattray (2003)

Technical Studies

• Heerdt & Strauss (2004)
• Leitner et al. (2006)
• Milliman (2002)

Business Studies