수출기업의 인터넷마케팅활동 결정요인에 관한 연구

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.