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수출기업의 인터넷마케팅활동 결정요인에 관한 연구

Breakdown Approach to the Determinants of Internet Marketing Activities of Export Firms

송창석
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2004.04|상품학연구 (Journal of Product Research)|제31호|pp. 1-24

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참고문헌

주제분류경영학

초록

Abstract

This article explores the impact of factors which affect the use of the Internet as an export marketing tool. To achieve this goal, we develop a conceptual model incorporating three constructs (product characteristics, organizational characteristics and industry characteristics) which influence the intention of the export companies to use the Internet for marketing activities such as supports, information gathering, and transactions. Based on empirical studies the usage intention of the Internet for support activities was found to be influenced by the product compatibility for exporting, marketing resource constraints, export orientation, information orientation, channel dependency, Internet capability, and the level of Internet usage of the industry, but the product compatibility for Internet and competitive intensity had no significant influence. For the intention of information gathering, same variables were significant except Internet capability. Finally, the intention of transactions were affected by the product compatibility for exporting, channel dependency, Internet capability, and the level of Internet usage of the industry.

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