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

Yongrok Choi and Di Gao
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Yongrok Choi: Department of International Trade and Regional Studies, Inha University, 100 Inha-ro, Nam-gu, Incheon 402-751, Korea
Di Gao: Department of International Trade and Regional Studies, Inha University, 100 Inha-ro, Nam-gu, Incheon 402-751, Korea

Sustainability, 2014, vol. 6, issue 7, 1-17

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.

Keywords: web marketing mix (4Cs); Chinese trust (Guanxi); mediation effect; structural equation model (SEM); governance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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