Building Relationships with Portal Users

Motivation for Web portal use is an important factor in the continued growth of e-commerce. Particularly for Web portals, motivation may be intertwined with various dimensions of a relationship that is cultivated between the portal and users.
  

Building relationships with portal users:

The interplay of motivation and relational factors

Doyle Yoon

Fritz Cropp

and

Glenn CameronUniversity of Missouri at Columbia

Introduction

Faster than television penetration in the 1960s, the Internet...