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Exploring satisfaction with the portal's “Cs”: assessing US and Korean preferences

Sung‐Eon Kim (Department of Management Information Systems, Catholic University of Daegu, Kyungsan, Korea)
Kirk P. Arnett (Department of Management and Information Systems, College of Business, Mississippi State University, Starkville, Mississippi, USA)

Internet Research

ISSN: 1066-2243

Article publication date: 27 January 2012

661

Abstract

Purpose

Horizontal mega portals power the Internet by guiding millions of users who wish to communicate, search, shop, and perform a multitude of other tasks made possible via the Internet. The purpose of this study is to find which portal service functions generate satisfied users in Korea and in the USA based on the concept that mega portals developed in different countries may have different macro‐level services that satisfy the portals' users.

Design/methodology/approach

The survey instrument was used to capture portal service usage and overall portal satisfaction. The exploratory nature of this study lends itself to a limited hypothesis regarding the significance of mega portal macro services on user satisfaction. Partial least square analysis via PLS‐Graph was used to analyze the data for the measurement model for portal satisfaction.

Findings

The result of the study shows that the influential C‐services factors for user satisfaction are different between Korea and the USA. User satisfaction for portal usage is significantly influenced by Content and Community in Korea and is significantly influenced by Content and Communication in the USA. But user satisfaction is not significantly influenced by Commerce and/or Coordination for either country.

Originality/value

This study verifies that there are preference differences between countries. As turf battles between major Internet portals continue, any ramp up of portal services without regard for what might be a very high user audience appeal or for what might be different based on cultural differences will likely generate a disappointing outcome.

Keywords

Citation

Kim, S. and Arnett, K.P. (2012), "Exploring satisfaction with the portal's “Cs”: assessing US and Korean preferences", Internet Research, Vol. 22 No. 1, pp. 75-97. https://doi.org/10.1108/10662241211199979

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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