The Competition and Evolution of Internet Portals: In the Perspective of Service Quality and Interpersonal Interactivity

인터넷 포털의 경쟁과 진화 : 서비스 품질과 대인 상호작용 관점에서

  • 오상조 (동양공업전문대학 인터넷비즈니스과) ;
  • 안중호 (서울대학교 경영학과) ;
  • 김미혜 (충북대학교 전기전자컴퓨터공학부) ;
  • 김용영 (서울대학교 경영학과)
  • Published : 2005.08.01


After Yahoo Korea opened up the Internet portal market in Korea in 1997, the Korean portal market has experienced fierce competition in the beginning of 2000s. After that period, however, Korean portal market looks relatively stable with top five rankers forming oligopoly and shows that Arthur's claim of network externalities can be applied to the portal industry. In this paper, based on case study of the Korean portals we empirically examined how portals have developed and evolved. In this course, we also investigated the sources of portal's competitiveness. The findings of the research suggest that portals develop and evolve through the reflexive four stages in which they compete over different goals: 1) service quality, 2) critical mass of customers, 3) interpersonal interactivity, and 4) innovative service. According to this framework of portal's evolution, we show that top ranking portals in the present have succeeded in accomplishing the goals of each stage.


Portals;Network Externality;Service Quality;Interpersonal Interactivity;Personalization