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Sustainability 2014, 6(7), 4102-4118; doi:10.3390/su6074102

The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing

Department of International Trade and Regional Studies, Inha University, 100 Inha-ro, Nam-gu, Incheon 402-751, Korea
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Author to whom correspondence should be addressed.
Received: 16 June 2014 / Revised: 21 June 2014 / Accepted: 23 June 2014 / Published: 30 June 2014
(This article belongs to the Special Issue Special issue of Sustainable Asia Conference 2014)
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Abstract

This paper identifies the factors necessary for the sustainable performance of two Chinese web marketing companies. The companies are Alibaba and its twin, Taobao. This research is based on the structural equation model (SEM). The paper analyzes the core governance factors of Chinese trust (Guanxi) from outperforming web marketing mix strategies to determine if Guanxi can be applied to other web community marketing strategies. The empirical tests, in general, show the web marketing mix is important to create values in China. Three other web marketing strategies—communication, content, and commerce incorporate Guanxi with full mediation effects. Some implications concerning trust enhancement by the Chinese government and web companies are suggested. View Full-Text
Keywords: web marketing mix (4Cs); Chinese trust (Guanxi); mediation effect; structural equation model (SEM); governance web marketing mix (4Cs); Chinese trust (Guanxi); mediation effect; structural equation model (SEM); governance
This is an open access article distributed under the Creative Commons Attribution License (CC BY 3.0).

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Choi, Y.; Gao, D. The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing. Sustainability 2014, 6, 4102-4118.

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