The Influence of the Provision of Online Channel Functions on Exporting Channel Performance: The Moderating Effect of International Experience |
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| Authors: | Michael Chih-Hung Wang Shadab Khalil Charles Blankson Julian Ming-Sung Cheng |
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| Institution: | 1. Marketing Research Center of the Department of Business Administration , National Central University , Taiwan;2. Department of Business Administration , National Central University , Taiwan;3. Department of Marketing and Logistics , University of North Texas , Denton, Texas, USA;4. Department of Marketing , Georgia State University , Atlanta, Georgia, USA |
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| Abstract: | ABSTRACT The purpose of this research is to investigate the effect of the provision of two online channel functions on exporting channel performance, using international experience as a moderating variable. The study setting is Taiwan. The results confirm that the provision of online communication and transaction functions can increase exporting channel performance. Moreover, international experience can better facilitate the effect of the provision of online transaction functions on exporters’ channel performance for less-experienced firms rather than for experienced firms. However, its facilitation reverses in course of the provision of online communication functions (albeit in a different direction than hypothesized). |
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| Keywords: | Internet channels of distribution channel function exporting performance |
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