지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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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.
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