icegov2012 proceedings

(1)Firstly, all the existing MFW websites were investigated
comprehensively. The content, structure and information
presentation of each website were repeatedly browsed, tried and
analyzed, and the navigation signs, search engine and links were
tested. A deep content analysis was specially conducted on the
site aim, webmaster`s statements, users’ messages and BBS posts.
And then we collected and qualitatively analyzed relevant online
reports on other media. To ensure the reliability of the data, 2
researchers collected all the data respectively at first, and then
compared the results with each other, discussed the difference,
and unify them by repeat investigation. At last, qualitative data for
IA, social networking services, open speed of part websites,
business model and website promotion of each website were
sorted out. After in-depth analyses of these data, an assessment on
the overall effect of each website is given with Likert 5-point
scale.
(2) Secondly, we conducted half-structured interviews with
webmasters by means of telephone, email and QQ (a timely
online communication tool). Interview questions include: “How is
your website going?”, “Who invested on your website?”, “What is
the main purpose of your website?”, “How does your website
make money?”, “What difficulties does your website face at
present?”, “What do you plan to do for next step?”, etc. Interview
contents were recorded for qualitative analysis. Meantime,
supplements and corrections were made for the data got in last
stage.
(3) Thirdly, we collected quantitative data with webometrics tools
such as ALEXA, SEO and Google (site command), including
average daily IP and PV value, number of the pages included by
search engines, number of back-links, Google PR value, number
of website pages, number of internal and external links, open
speed of some websites, etc. All the quantitative data covered
recent 1 month and were collected from 8 a.m. to 12 a.m. o 'clock
on June 14, 2011. The time for data collection is selected
randomly so as to keep the validity of the data.
For the word limit of this paper, the data table is omitted here.
5. FINDINGS AND IMPLICATIONS
5.1 Hypothesis Test
As a compound variable, website effect is measured by both
quantitative indicators such as GOOGLE PR value, daily average
IP traffic within 1 month and daily average page view estimates,
and qualitative indicators such as overall effect, problems and
difficulties faced by the websites and users’ satisfaction. After a
comprehensive qualitative analysis and repeated quantitative
comparisons, results of hypothesis testing are shown in Figure 3.
H1: is supported. Business model has significant influence on the
effect of MFW websites.
The values of PR, IP and PV of commercial websites far exceed
that of other kinds of websites. Among all the websites,
commercial ones occupy the biggest proportion and operate better
than others. They focus on providing jobs for MFWs and bluecollar
workers, including Website for Migrant Workers
(www.mingong123.com/), China Labor (www.chinalao.com/) and
Migrant Workers Help (www.zhich.com/). These websites charge
the employers and training agencies who issue information and
promise to keep the authenticity and reliability of issued
information, but don't charge farmer workers who issue messages
100
for job looking or charge them little. Some of the commercial
websites try to get supports from governments and positive
comments from media by advertising themselves as “platforms
providing public free information for MFWs”. The Website of
Chinese Migrant Workers(a sub-site of the government website
Zhongnong Xingye, www.nmgw.org.cn) is trying to transform
itself into a commercial one and thus to get more vitality.
Business model of websites
Website construction
Website IA
Technology support
Capability of SNS
Website promotion
Content
construction
Info. organization
Navigation system
H6-
H1+
H2+
H3-
H4+p
H5+
H7+
Figure 3:Theoretical framework of this study
Effects of MFW websites
Clear profit model, persistent investment, rich information sources
and strict information checking system are four main
characteristics of commercial websites. China Xin NongMen (new
gate of the villages) Website was set up in august 2005 and got 2
million dollars of venture capital in 2006, but went to bankrupt in
2008 because of bad business model [53]. It made great efforts to
build close relatiohships with governments, which was proved to
be a wrong strategy. The website of Jobs for Technical and
Skilled Workers (www.nmgjggz.com/) seeks a public welfare
model. It doesn't charge on information issue but also don’t
promise to assure information quality. For lack of a clear profit
model and enough investment, it performs mediocre.
Among non-profit websites, the website of Legal Right Protection
for China Migrant Workers has highest IP and PV value. It was
established by Beijing Zhicheng Law Firm and Beijing Youth
Legal Aid and Research Center as a non-profit platform for
providing free legal advice and practical aid services for MFWs.
Supported by government procurement, it operates well. This
kind of business model solves the problems of inefficiency and
unsustainability when judiciary bodies provide free legal aids for
vulnerable groups directly.
Another kind of non-profit websites are academic ones which are
hosted by research institutes or subsidized by NPO. The Website
for Chinese Young Migrant Workers (www.youngmigrants.org),
funded by the project of UN Millennium Development Goals,
perform quite well. Its targeted users are scholars who are
interested in problems of MFWs instead of farmer workers
themselves. It releases information on policies, laws, regulations,
and new research fruits for academic purpose, which is also
helpful to MFWs. The problem is that if the grant project
terminates, its sustainability will face a great challenge.