Abstract
In this study, we explore the emergent typology of models utilized by Japanese companies in their websites for conducting marketing activities. We determine the dominant models used for motivating the creation of company websites for marketing. On the basis of the social constructivism view of technology, we discuss the reflexive effects of technology on society, with a focus on the Internet. A close examination of the historical development of websites used for marketing reveals that the creation of community-type websites was not initially considered. Research results indicate the emergence of two typical types of models for such websites: "Market-type" and "Community-type" models.
