Title

Encyclopedia of Portal Technologies and Applications - Portals in Consumer Search Behavior and Product Customization

Author First name, Last name, Institution

Ian Michael, Zayed University

Document Type

Book Chapter

Source of Publication

Encyclopedia of Portal Technologies and Applications

Publication Date

1-1-2007

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

Publisher

IGI Global

First Page

811

Last Page

813

Disciplines

Business

Indexed in Scopus

no

Open Access

no

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