Visit Duration and Consumer Preference toward Web Portal Conent

Abstract

A Web portal possesses a number of unique advantages. Discussion of these advantages centers on improved information access via either customized access to selected information sources or through the improvements brought about by content management applications. A Web portal can provide functionalities that customize and personalize information flow to the Web surfers (Hoffman & Novak, 1996). In addition, it not only serves as a traditional advertising media, but also as an integrated marketing communication tool (Bush et al., 1998). Although it may be seen as an exciting tool of this kind, its effectiveness in terms of consumer engagement and persuasion has yet to be demonstrated empirically (Bezjian-Avery, Calder, & Iacobucci, 1998).