Consumer patronage of ethnic portals

Consumer patronage of ethnic portals 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Consumer patronage of ethnic portals

International Marketing Review, Volume 20 (6): 17 – Dec 1, 2003

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330310505240
Publisher site
See Article on Publisher Site

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.

Journal

International Marketing ReviewEmerald Publishing

Published: Dec 1, 2003

Keywords: Internet marketing; Worldwide web; Portals; Electronic commerce; Marketing; China

References

  • Implementing the Internet for business: a global marketing opportunity
    Angelides, M.C.

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