수출기업의 내부 환경에 따른 Global B2B On-line Marketing Platform 활용이 기업 성과에 미치는 영향

Purpose - The purpose of this study was to examine the intention to use global B2B online marketing platforms by Korean SMEs and to examine the effect of online marketing platforms on their performance. Design/methodology/approach - This study collected 80 survey data from exporting companies in Korea. The Exploratory Factor Analysis (EFA) and the multiple regression analysis were hired In order to analyze the data. Findings - First, the CEO global orientation and the marketing capability positively influence the usage of global on-line marketing platform. Second, the CEO global orientation positively affects the global B2B site usage. Third, the on-line marketing capability positively impacts the usage of SEO and SEM. Fourth, the marketing capability positively influences the usage of SNS. Fifth, Global B2B on-line marketing platform usage positively affects the financial performance. Moreover, the higher the capability is the more often SNS is utilized. Lastly, Global on-line B2B marketing platform usage positively affects the non-financial performance. Research implications or Originality - Online marketing in the Korean market has been dominated by online marketing through the use of e-marketplaces since the introduction of Internet marketing, but in recent years, online marketing support from export companies through e-marketplaces of public institutions has been in the mainstream. However, the interest and utilization of B2B online marketing by export companies is relatively low compared to overseas markets.