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

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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)

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.

Suggested Citation

  • Yongrok Choi & Di Gao, 2014. "The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing," Sustainability, MDPI, vol. 6(7), pages 1-17, June.
    • Handle: RePEc:gam:jsusta:v:6:y:2014:i:7:p:4102-4118:d:37621
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    References listed on IDEAS

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    1. Rauyruen, Papassapa & Miller, Kenneth E., 2007. "Relationship quality as a predictor of B2B customer loyalty," Journal of Business Research, Elsevier, vol. 60(1), pages 21-31, January.
    2. Yongrok Choi & Yanni Yu, 2014. "The Influence of Perceived Corporate Sustainability Practices on Employees and Organizational Performance," Sustainability, MDPI, vol. 6(1), pages 1-17, January.
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    Cited by:

    1. Untung Rahardja & Tanaporn Hongsuchon & Taqwa Hariguna & Athapol Ruangkanjanases, 2021. "Understanding Impact Sustainable Intention of S-Commerce Activities: The Role of Customer Experiences, Perceived Value, and Mediation of Relationship Quality," Sustainability, MDPI, vol. 13(20), pages 1-20, October.
    2. Yongrok Choi & Ning Zhang, 2015. "Introduction to the Special Issue on “the Sustainable Asia Conference 2014”," Sustainability, MDPI, vol. 7(2), pages 1-8, February.
    3. Minh-Tai Le, 2024. "Sustainable Evaluation of E-Commerce Companies in Vietnam: A Multi-Criteria Decision-Making Framework Based on MCDM," Mathematics, MDPI, vol. 12(11), pages 1-18, May.
    4. Judit Oláh & Nicodemus Kitukutha & Hossam Haddad & Miklós Pakurár & Domicián Máté & József Popp, 2018. "Achieving Sustainable E-Commerce in Environmental, Social and Economic Dimensions by Taking Possible Trade-Offs," Sustainability, MDPI, vol. 11(1), pages 1-22, December.
    5. Dejin Su & Qixia Du & Dongwon Sohn & Libo Xu, 2017. "Can High-Tech Ventures Benefit from Government Guanxi and Business Guanxi ? The Moderating Effects of Environmental Turbulence," Sustainability, MDPI, vol. 9(1), pages 1-17, January.
    6. Jianli Gao & Abu Bakkar Siddik & Sayyed Khawar Abbas & Muhammad Hamayun & Mohammad Masukujjaman & Syed Shah Alam, 2023. "Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study," Sustainability, MDPI, vol. 15(2), pages 1-21, January.
    7. Yongrok Choi & Do Quynh Mai, 2018. "The Sustainable Role of the E-Trust in the B2C E-Commerce of Vietnam," Sustainability, MDPI, vol. 10(1), pages 1-18, January.
    8. Manuela Ingaldi & Robert Ulewicz, 2019. "How to Make E-Commerce More Successful by Use of Kano’s Model to Assess Customer Satisfaction in Terms of Sustainable Development," Sustainability, MDPI, vol. 11(18), pages 1-22, September.
    9. Yongrok Choi & Lili Sun, 2016. "Reuse Intention of Third-Party Online Payments: A Focus on the Sustainable Factors of Alipay," Sustainability, MDPI, vol. 8(2), pages 1-15, February.
    10. Yongrok Choi & Jingwen Jin, 2015. "Is the Web Marketing Mix Sustainable in China? The Mediation Effect of Dynamic Trust," Sustainability, MDPI, vol. 7(10), pages 1-21, October.
    11. Yongrok Choi & Malin Song & Seunghwan Myeong, 2016. "Introduction to the Special Issue on the Sustainable Asia Conference 2015," Sustainability, MDPI, vol. 8(3), pages 1-9, March.

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