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Portals in Consumer Search Behavior and Product Customization

Portals in Consumer Search Behavior and Product Customization

Ian Michael
Copyright: © 2007 |Pages: 3
ISBN13: 9781591409892|ISBN10: 1591409896|EISBN13: 9781591409908
DOI: 10.4018/978-1-59140-989-2.ch133
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MLA

Michael, Ian. "Portals in Consumer Search Behavior and Product Customization." Encyclopedia of Portal Technologies and Applications, edited by Arthur Tatnall, IGI Global, 2007, pp. 811-813. https://doi.org/10.4018/978-1-59140-989-2.ch133

APA

Michael, I. (2007). Portals in Consumer Search Behavior and Product Customization. In A. Tatnall (Ed.), Encyclopedia of Portal Technologies and Applications (pp. 811-813). IGI Global. https://doi.org/10.4018/978-1-59140-989-2.ch133

Chicago

Michael, Ian. "Portals in Consumer Search Behavior and Product Customization." In Encyclopedia of Portal Technologies and Applications, edited by Arthur Tatnall, 811-813. Hershey, PA: IGI Global, 2007. https://doi.org/10.4018/978-1-59140-989-2.ch133

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Abstract

A portal is defined as an entrance point to online content. The portal concept has evolved across a number of markets and applications. Customer portals focus on individual customer and offer a one-stop Internet access. By providing a number of services, such as searches, shopping, e-mail, and games, portals allow individuals to avoid browsing the Web but to in-fact rely and stay at one Web site like a one-stop shop. Accordingly, portals drive eyeballs, and hence create and drive advertising revenue and alliances. The concept of a single public port to given content on the Internet is used as a means of pulling in a large number of users. As an example, America Online (AOL) acts as a portal site to general Web content. It is a specialized portal created by AOL and also has content from partners such as Time Warner (Kleindl, 2003). This article reviews the role of portals in

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