Trade B2B e-Marketplace is an export-oriented market intermediary in electronic international commerce. This study aims at gaining a better understanding of trade B2B e-Marketplace in export marketing. Specifically, this study examines relationships between Trade B2B e-Marketplace and export performance. This study focuses on transaction costs to investigate the effects of trade B2B e-Marketplace use on export performance. This study suggests trade B2B e-Marketplace as a hybrid exporting channel to balance risk and profit. Relying on the transaction cost analysis, this study justifies how trade B2B e-Marketplace could improve export performance, such as decreasing transaction costs (searching, bargaining, and monitoring costs) and increasing sales and market share in export marketing. The effects of trade B2B e-Marketplace use on export performance are hypothesized and empirically tested by this study.
Ⅰ. Introduction
Ⅱ. Effects of trade B2B e-Marketplace use
Ⅲ. Research method
Ⅳ. Results and discussion
Ⅴ. Contributions and directions for future research
Ⅵ. Conclusion
References