Consumer patronage of ethnic portals

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)62_Review of books or of software (or similar publications/items)Not applicablepeer-review

6 Scopus Citations
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Author(s)

Detail(s)

Original languageEnglish
Pages (from-to)661-667+580+582+585
Journal / PublicationInternational Marketing Review
Volume20
Issue number6
Publication statusPublished - 2003
Externally publishedYes

Abstract

The emergence and diffusion of the Internet has prompted a surge in web portal sites that are designed to meet the specific needs of ethnic Internet users who are not native English speakers. These ethnic portal sites may be set up by global portal giants (e.g. Yahoo!) or by local entrepreneurs (e.g. netease.com in China). Often, because of the different origins of these sites, they tend to have different operating philosophies and varying appeals to ethnic Internet users. In this study, we first analyze the differences and similarities among different types of ethnic portals. We then propose a conceptual model concerning the factors that affect the patronage of ethnic portals by ethnic Internet users. An empirical study was designed to test the conceptual model with data collected from Mainland Chinese Internet users. Finally, implications of the study results for ethnic portals are presented.

Research Area(s)

  • China, Electronic commerce, Internet marketing, Marketing, Portals, Worldwide web

Citation Format(s)

Consumer patronage of ethnic portals. / Dou, Wenyu; Yoo, Boonghee; Liangyu, Ma.

In: International Marketing Review, Vol. 20, No. 6, 2003, p. 661-667+580+582+585.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)62_Review of books or of software (or similar publications/items)Not applicablepeer-review