Next Article in Journal
Peak Waste? The Other Side of the Industrial Cycle
Next Article in Special Issue
Minimizing the Carbon Footprint for the Time-Dependent Heterogeneous-Fleet Vehicle Routing Problem with Alternative Paths
Previous Article in Journal
Relationship between Corporate Social Responsibility and Financial Performance in the Mineral Industry: Evidence from Chinese Mineral Firms
Article

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

by * and
Department of International Trade and Regional Studies, Inha University, 100 Inha-ro, Nam-gu, Incheon 402-751, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2014, 6(7), 4102-4118; https://doi.org/10.3390/su6074102
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)
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
Show Figures

Figure 1

MDPI and ACS Style

Choi, Y.; Gao, D. The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing. Sustainability 2014, 6, 4102-4118. https://doi.org/10.3390/su6074102

AMA Style

Choi Y, Gao D. The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing. Sustainability. 2014; 6(7):4102-4118. https://doi.org/10.3390/su6074102

Chicago/Turabian Style

Choi, Yongrok; Gao, Di. 2014. "The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing" Sustainability 6, no. 7: 4102-4118. https://doi.org/10.3390/su6074102

Find Other Styles

Article Access Map by Country/Region

1
Only visits after 24 November 2015 are recorded.
Search more from Scilit
 
Search
Back to TopTop