Determinants of e-intermediary use in export marketing

Electronic intermediaries are gaining significance in international marketing with the rapid development of electronic commerce. The goal of this study is to explain empirically what leads to a higher use of this relatively new exportation alternative. Relying on a resource-based view as our research foundation, we focus on information technology (IT) and non-IT factors as possible determinants. Further, this study brings arguments offered by transaction cost theorists to explain the other non-IT determinants. We gathered data from managers of exporting firms in the United States and Korea for testing generalizeability. We found that across both samples, IT-related human assets, international competence, and perceived uncertainty are statistically significant in explaining the degree of e-intermediary use. Managerial implications and suggestions for future research are then provided.