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