인터넷쇼핑몰기업의 기업특성과 창업자특성이 국제화성과에 미치는 영향

Abstract

In this study, the effect of Firm’s and founder’s characteristics of an internet shopping mall company on international performance and the difference in international performance for each distribution channel type were verified through an empirical analysis. Among the domestic internet shopping mall businesses, 135 enterprises that have overseas sales were conducted with survey, and the data was analyzed through multiple regression analysis and Chow test. As a result of the empirical analysis, first, in the result of the difference in international performance for each distribution channel type of the internet shopping mall business, the independent shopping mall and leased shopping mall group and the leased shopping mall and overseas shopping mall group showed significant difference in the overseas sales volume. Second, for the influence factors on internationalization satisfaction, product differentiation and market uncertainty were shown to have a significant effect. In the founder’s characteristics, empirical capability and innovative inclination were shown to have a significant effect on the internationalization satisfaction. Third, for the influence factors on overseas sales volume, the Firm’s and founder’s characteristics were all shown to be not significant. However, the Firm’s age or number of sales countries were shown to have a significant effect. Most of the existing studies were on the effect of Firm’s and founder’s characteristics of an small-medium sized enterprise such manufacturing business or wholesale and retail on the international performance, however, the implication of this study is that it has significance on the point that the international performance and difference for each distribution channel type of the internet shopping mall business were analyzed. As shown in existing studies, the marketing elements for product differentiation and the empirical capability of the founder are shown to have an effect on increasing the international performance of the internet shopping mall business, and especially, selection of the distribution channel type according to the type of product is very important for the internet shopping mall business.