인터넷 쇼핑몰의 판매촉진 특성과 성과간의 관련성에 대한 운영형태의 조절효과

Abstract

Internet commerce has the potential to propel a company to󰡒break out" of existing strategic constraints and radically alter business processes, strengthen customer and supplier ties, and open up new markets. Therefore, many firms have rushed into internet commerce to conduct business more efficiently, create new business opportunities, and generate business value. The purpose of this study is to examine the relationship between the sales promotional functionality of internet shopping mall and its performance considering the characteristics of internet shopping mall's operational form as moderating variables. The results showed that the price functionality affects positive effects on the performance of shopping mall, and the characteristics of operational form can be considered as a significant moderating variables between the sales promotional functionality of shopping mall and the performance.