E-Commerce Models: KPMG & Moore Stephens in Australia

This report assesses the e-commerce models of Australian businesses offering financial accounting services, focusing on the B2B model through a comparative analysis of KPMG Australia and Moore Stephens. It examines website features, business goals, and various attributes such as website name relation to the business, search engine optimization, organizational information, data security, user trust, legal issues, accessibility, language/cultural needs, product information, customization, personalization, and user service/support. The evaluation uses a semantic differential scale to rate each attribute for both websites, providing insights into their strengths and weaknesses in delivering online financial accounting services. The report concludes by highlighting the importance of these elements in achieving profitability and growth for the firms.

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E-COMMERCE MODELS: AN ASSESSMENT OF AUSTRALIAN BUSINESSES
OFFERING FINANCIAL ACCOUNTING SERVICES
Student’s Name
Course
Professor’s Name
Institution
City (State)
Date

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E-commerce Models: An Assessment of Australian Businesses Offering Financial Accounting
Services
A. The E-Commerce Business Model
E-business models are those that utilise electronic communication technology such as the
internet to for information exchange (Aithal 2016). This paper discusses the business to the
business model (B2B) by comparing two audit firms in Australia: The KPMG Australia and
Moore Stephens Australia.
B. Website Features
KPMG
The KPMG website has several features that make it B2B model including the provision
of a form where the current and potential customers can submit their requests for proposals
indicating the services they require or the issues they are facing that they would like KPMG to
assist. The website also includes email and telephone marketing where they provide forms for
email inquiries and telephone numbers that potential and current customers can use to reach the
organisation's representatives. Besides, KPMG also uses the contact forms to personalise and
target messages based on customers purchase history and site activities. Furthermore, the
websites are planned in a way that makes it easy for visitors to navigate and find the specific
services they need (KPMG 2018)
Moore Stephens
The Moore Stephens website has numerous features critical to a B2B e-commerce site.
Customers are provided with a subscription option to receive information tailored to their needs.
Besides, the website's homepage presents the customer with several options all geared towards
contacting the organisation making it easier for a customer to reach a representative in real time.

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Moreover, the navigation tools are well organized and lead the visitor to specific products that
the organisation offers. The site also offers easy online payment options one being the South
Australia payments and the other Northern Territory Payments (Moore Stephens 2018).
C. Business Goals of the Websites
KPMG
The primary business objective of the KPMG website is to get more customers through
marketing. The content posted on the website's homepage are aimed at driving traffic, generating
leads, engaging prospects and re-engaging existing customers. The website's second business
goal is to make sales. For example, there is a new service called Wiise where KPMG, Microsoft
and CBA collaborate to offer business management system. The third business goal of KPMG
website is customer support provision. The site makes customers access to information easy
which improves customer satisfaction. The other business goal of the KPMG website is human
resource services specifically to recruit new employees as well as support current workers
(KPMG 2018).
Moore Stephens
Just like many B2B model websites, the Moore Stephens website's principal business
goal is marketing. The other primary goal of the website is to generate sales through the
incorporation and support of sales team communication. The website also does focus on
providing customer support services to improve customer satisfaction. The website is also used
to provide human resource services and support current employees (Moore Stephens 2018).
All the business goals of the KPGM and Moore Stephens websites lead to the realisation of one
common objective which is to increase the firms' profitability and grow their bottom lines.
D. Evaluation

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1. How does the website name relate to the business name?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 5: Very Good
The primary functions of domain names include adding mobility to a business’s internet
presence, attracting walk-in business and build a brand (Allbusiness 2018, Ford 2011). The
KPMG domain name consists of the name and concept of the business. The website's name
makes it easier for customers to remember and pass along to other people in their networks
expanding the reach of the company's marketing messages.
Moore Stephens: 5: Very Good
The address where internet users can access Moore Stephens website is similar to the
business name. Therefore, the firm can increase awareness of its brand to the website's users.
2. How quickly is the website found using general internet search engines (e.g. Google. Ask,
Alvista, Bing, Yahoo)?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 5: Very Good
According to Carlos, Raquel and Carlos (2008), website managers ought to ensure that
their search engines are useful by making it easier for consumers to navigate and offering
accurate and timely answers to users' requests. The KPMG website is easily found using general
search engines showing that their search engine optimisation is appropriately keyworded.

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Moore Stephens: 5: Very Good
A search for the Moore Stephens website using general internet search engines is simple
and quickly leads a user to the website.
3. Does the website give me all the organisational information a user could reasonably require?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 4: Good
The KPMG offers most of the information that a user could reasonably require but leaves
out some essential data and links on prices as well as payment methods.
Moore Stephens: 5: Good
Although the Moore Stephens website gives the user information on how to make
payments and even has a link to doing that, they do not have prices of services readily available
for users to compare.
4. Are requirements to provide a user's (personal or sensitive) information appropriate?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 5: Very Good

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The requirements to provide a user's personal or sensitive information are appropriate.
Moore Stephens: 5: Very Good
The requirements to provide a user's personal or sensitive information are appropriate. 5.
How well does the website reassure users about the security and use of their information?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 5: Very Good
The website has a whole page dedicated to explaining in details about how data collected
from users is used and secured.
Moore Stephens: 5: Very Good
There is a clear explanation of how the information collected from users is utilised and
protected.
6. How well does the website forester users trust in the organisation?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 5: Very Good

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By using a domain name that aligns with the name of the business as well as the
provision of information on how data collected from users is utilised, the website increases a
user’s confidence and trust in the organisation (Mueller 2015).
Moore Stephens: 5.Very Good
The websites name is the same as the name of the business. Users trust is also enhanced
through the privacy policy details available on the website.
7. How well does the website address legal issues associated with the use of the website or
engagement in transactions?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 4: Good
The website has a page explaining how legal issues associated with the website users can
be addressed.
Moore Stephens: 5: Very Good
The website explains how legal issues associated with the website users can be addressed
and most importantly informs the user of the presence of links to other sites that are not covered
by the company's privacy policy.
8. How well does the website provide accessibility needs of users?
1 2 3 4 5

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Very Poor Poor Inapplicable Good Very Good
KPMG: 5: Very Good
The website is straightforward to navigate, and a user quickly gets the information he or
she needs.
Moore Stephens: 5: Very Good
As put by Carlos et al. (2008), the effectiveness of a company website is determined by
the simplicity of its navigation. The Moore Stephens website is simple to navigate, and the user
can quickly access needed information.
9. How well does the website address the language or cultural needs of users?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 4: Good
The website offers two varieties of English language for use; the Australian and the world
English. Although most of the company's website users are Australians, there is need to include
more languages to attract and incorporate users of different major world languages (Wuwei
2009).
Moore Stephens: 1: Very Poor

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The developers of Moore Stephens website content tend to assume that all users
understand English and therefore they do not provide any other option not even the varieties of
English language.
10. Does the website contain all the product information that a user can reasonably require?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 4: Good
The website offers most of the information that users may need but leaves out crucial
data on payment and pricing. Although the company explains in that the website is not
necessarily meant for transactions, the mere fact that they are advertising their services warrants
a provision of the price ranges.
Moore Stephens: 4: Good
Moore Stephens website offers about 98 percent of the product information that a user
can reasonably require but leaves out some vital information such as pricing.
11. Does the site allow all the customisation (user-managed features) that a user could
reasonably expect?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 5: Very Good

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Any user can efficiently manage his or her way out in a while visiting the KPMG website
there several options for a subscription to services and interaction with the company's
representatives.
Moore Stephens: 5: Very Good
The website allows for customisationin that users can efficiently manage their way while
visiting the site and are even linked to other sites whose contents and services relate to those of
Moore Stephens.
12. How well does the website personalise the experience for users?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 4: Good
Users can get specific services and information on the website. However, the site does
not offer more details about services, industries and regions.
Moore Stephens: 5: Very Good
The website has an excellent way of personalising users experience by including almost
all the necessary attributes to their services that a user need such as various industries.
13. Does the website identify sufficient channels for user service/support?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good

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KPMG: 5: Very Good
The website has several channels for users service/support.
Moore Stephens: 5: Very Good
The channels provided by the website to enhance user services and support are sufficient.
14. How easy is it to find any information on the website about the organisation, their products
or services?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 4: Good
It is relatively easy to find information about the organisation and the services offered.
However, it is a bit challenging to get to the pricing of services because a user has to fill a form
requesting for a proposal and wait for one to be emailed to him or her.
Moore Stephens: 4: Good
Obtaining information about the Moore Stephens company using its website is secure.
However, not all the information is readily available on the site.
15. How easy is the information on the website to read?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good

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KPMG: 5: Very Good
One of the critical factors that make websites successful is the display of useful content
that can satisfy the needs of consumers (Pelet and Papadopoulou 2011). Overall the information
on KPMG website is presented in simple, easy to read and understandable language.
Moore Stephens: 5: Very Good
The information on the company website is presented in simple, easy to read and
understandable language.
16. Is the site easy to navigate?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 5: Very Good
The website is navigable, and a user gets all the needed information quickly as well as
contacts the employees for further dealings and transactions that cannot be done online.
Moore Stephens: 5: Very Good
A user who visits the Moore Stephens website finds its navigation simplicity satisfying
because he or she can find information on services and even engage employees regarding
business transactions.

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17. How appropriate are the website aesthetics for the target audience?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 5: Very Good
The colours, fonts, images and the layout of pages are appropriate for the target audience.
Moore Stephens: 4: Good
The images, font and layout of the Moore Stephens website are appropriate for the target
audience. However, there is an inclusion of bright colours that do not blend well with the
seriousness attributed to finance issues in business. The bright colours in the form of a painting
tend to distract a user on the homepage. The attractiveness of a website is enhanced through the
proper management of visual features (Salehi et al. 2012).
18. How well does the website foster community among users?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 5: Very Good
One of the website's pages is dedicated to enhancing social interactions among users and
between the users and the organisation's staff.
Moore Stephens: 4: Good

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The website has no specific means of encouraging the development of a community
among users.
19. How quickly does the website load into your browser and do all website features, links and
embedded objects work as intended?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG:5 Very Good
The website loads very fast into any browser, and the embedded objects such as
brochures in PDF format are downloading fast.
Moore Stephens: 5: Very Good
All the links work as intended, it is easy and quick to download files and the website
loads faster to any browser. The appearance of a website should be balanced with its
downloading speed (Carlos et al. 2008).
20. How well does the website support different web-browsers or platforms?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 5: Very Good

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The website effectively supports different web browsers. Results from browsershots.org
ascertain that the site promotes different web browsers efficiently.
Moore Stephens: 5: Very Good
The website effectively supports different web browsers. A test at browsershots.org
confirms that.
21. Does the website provide a sufficient range of payment options as could be reasonably
expected?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 1: Very Poor
The website does not provide any payment options.
Moore Stephens: 4: Good
The website provides payment options only through credit cards.
22. Does the site offer a sufficient range of delivery options as could be reasonably expected?
1 2 3 4 5
Very Poor Poor Inapplicable Good Very Good
KPMG: 3: Inapplicable

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The website does not show any delivery options
Moore Stephens: 3: Inapplicable
The site does not show any delivery options.
E. Comparison
On average, both KPMG and Moore Stephens websites have features that have the
potential of driving the companies towards achieving their success. The websites are easily
accessed using most of the web browsers and platforms, the content on the two websites serve to
accomplish the business's primary goal which is to increase revenue earnings through marketing,
customer satisfaction and employee satisfaction.
Moore Stephens has the potential of getting ahead of KPMG. The reasons for that is the
availability of payment options and link to payment on the Moore Stephens website while the
KPMG lacks anything to do with payments. A user who visits both sites is likely to go for the
services of Moore Stephens since the availability of payment options on the website assures a
potential customer that they are ready for business transactions.
.

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