중소기업 인터넷마케팅 도입 영향요인에 관한 연구

Abstract

This study examines the key factors which influence the strategic consideration and intention of adoption of internet marketing of small-and-medium sized companies, based on theoretical consideration of innovation diffusion theory and previous studies related. The result of analysis shows that the degree of market competitiveness, customer dependency, the level of internet marketing knowledge and experience have significant effects on both of strategic consideration and adoption intention for internet marketing. Also, learning commitment has negative influence on strategic consideration only, while environmental dynamism does on adoption intention. Comprehensively, the findings implies that firms consider selection of internet marketing to reduce the severity of competitiveness and that firms which has more knowledge or experience aboutinternet marketing seems to consider selection of internet marketing through the perception of the effects of internet marketing or possible access to internet marketing. Based on the findings that the level of internet marketing knowledge and experience have much significant effects on both of strategic consideration.