The Review of the Internet Portal Market Definition Based on the Usage Motivation 


Vol. 44,  No. 2, pp. 364-375, Feb.  2019
10.7840/kics.2019.44.2.364


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  Abstract

This paper reviewed the market definition of internet portal, which is difficult to apply the traditional way. The internet portal is a multi-sided platform and also has a room for interpretation as cluster goods. The previous researches suggested that the market definition of internet portal is divided to the user side and the advertiser side, considering the demand characteristics, competition, and existence of transaction between both sides. For the anti-competitive purpose, it is also reasonable to consider the internet portal as individual services rather than cluster goods. In the case of internet portal market definition, it can be an one of the ways that judging the substitutability of services based on the qualitative evidences, since it is not easy to apply SSNIP test for zero-price service. In this paper, we proposed a method to determine the relevant market of internet portal qualitatively, based on the usage and gratification theory. Based on the usage and gratification theory, this paper assumed that the possibility of demand side substitution of internet portal services can be explained by estimating the usage and selection behavior through usage motivation. As a result of the analysis, six service classification were derived which were less likely substituted in terms of usage motivation. In the market definition of internet portal, which is necessary to judge based on the qualitative evidences in various aspects, the proposed idea can be used as one of the methods of estimating demand-side substitution.

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  Cite this article

[IEEE Style]

S. Nam and E. Cho, "The Review of the Internet Portal Market Definition Based on the Usage Motivation," The Journal of Korean Institute of Communications and Information Sciences, vol. 44, no. 2, pp. 364-375, 2019. DOI: 10.7840/kics.2019.44.2.364.

[ACM Style]

Sang-Jun Nam and Eunjin Cho. 2019. The Review of the Internet Portal Market Definition Based on the Usage Motivation. The Journal of Korean Institute of Communications and Information Sciences, 44, 2, (2019), 364-375. DOI: 10.7840/kics.2019.44.2.364.

[KICS Style]

Sang-Jun Nam and Eunjin Cho, "The Review of the Internet Portal Market Definition Based on the Usage Motivation," The Journal of Korean Institute of Communications and Information Sciences, vol. 44, no. 2, pp. 364-375, 2. 2019. (https://doi.org/10.7840/kics.2019.44.2.364)

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pISSN : 1226 - 4717
eISSN : 2287 - 3880