본문 바로가기
HOME> 논문 > 논문 검색상세

논문 상세정보

한국 수출제조기업의 인터넷 마케팅 결정요인과 성과
The Empirical Study of Determinants of Internet Marketing and its Impact on Performance in Korean Export Manufacturing Firms

유승훈   강낙중  
  • 초록

    The purpose of this study is to analyze empirically which factors can determinate and facilitate firms" internet marketing and its impact on performance. To achieve this objective, the study constructed a synthesized model of determinant factors such as environment, strategy, organizational culture, organizational structure, export marketing barriers, tendency to relation marketing and implementation level of firms" internet marketing(speed of internet marketing, range of internet marketing) from the perspective of innovation theory. Then internet marketing"s impact on performance is investigated with respect to fitness among determinant factors. The data for this study were collected from 102 export manufacturing firms in Korea and suitable statistical methodologies were employed for analysis. The findings of this analysis are as follows: Most of determinant factors presented in this study affect the implementation level of internet marketing. In the case of speed of internet marketing, three of determinant factors (strategy, organizational structure, tendency to relation marketing) have a significant impact on implementation level of internet marketing as suggested hypothesis. In the case of range of internet marketing, four of determinant factors (environment, strategy, organizational culture, organizational structure) have a significant impact on implementation level of internet marketing as suggested hypothesis. Interestingly, when there is a fitness among determinant factors, the efficiency of internet marketing is increased thereby leading to better performance. That is to say, firms that want better performance from the internet marketing is needed to pursue fitness among determinant factors.


  • 주제어

    인터넷마케팅 .   혁신 .   적합.  

 활용도 분석

  • 상세보기

    amChart 영역
  • 원문보기

    amChart 영역

원문보기

무료다운로드
  • 원문이 없습니다.
유료다운로드

유료 다운로드의 경우 해당 사이트의 정책에 따라 신규 회원가입, 로그인, 유료 구매 등이 필요할 수 있습니다. 해당 사이트에서 발생하는 귀하의 모든 정보활동은 NDSL의 서비스 정책과 무관합니다.

원문복사신청을 하시면, 일부 해외 인쇄학술지의 경우 외국학술지지원센터(FRIC)에서
무료 원문복사 서비스를 제공합니다.

NDSL에서는 해당 원문을 복사서비스하고 있습니다. 위의 원문복사신청 또는 장바구니 담기를 통하여 원문복사서비스 이용이 가능합니다.

이 논문과 함께 출판된 논문 + 더보기