Developing Service Measures for the Digital Capital of Web Portals from the Perspective of National Taipei University Students

A web portal is a site that can serve as a starting point to a wide variety of web searches. Portal technology first emerged when search engines like Yahoo! developed a common avenue by which users were able to seek and retrieve information from the Internet. These sites emerged as gateways to rich content, giving rise to the term "Portal." The purpose of this study is to construct the digital capital indicators of Web portals. In-depth interviews were used to collect data. Content analysis and the analytical hierarchy process were used to analyze data. According to the results, this research divides web portal digital capital into three dimensions: Internet relational capital, Internet customer capital, and Internet service capital. This research also develops 14 indicators for Web portal assessment. Developing the digital capital of Web portals could help to improve businesses' competitive advantages and service capabilities.