摘要
基于资源基础理论提出一个网络营销相关资源与能力同企业绩效关系的理论模型,并通过来自195家企业样本的数据对假设进行了实证检验。结果表明,企业IT能力和网络营销投入对企业网络营销能力和绩效具有显著的正向影响,而企业营销涉网度对绩效的影响并不显著,需要通过网络营销能力的中介作用间接贡献于绩效的提升,并阐述本研究的理论和现实意义。
Drawing upon the RBV perspectives, this paper developed a model to examine the association between firm ＇ s internet marketing resources and performance. By using the data of 195 firms from China, it empirically tested the hy- pothesis. The results indicated that IT capability and interact marketing investment have obvious and positi~＇e impacts on the internet marketing capability and firm performance, but the application of internet in marketing can not lead to superi- or performance directly, which can only be realized by forming the internet marketing capability. Finally, the theoretical and practical application was discussed.
出处
《科技管理研究》
CSSCI
北大核心
2012年第12期191-195,共5页
Science and Technology Management Research
基金
国家自然科学基金重点项目"互联网环境下关系营销理论创新研究"(70532006)
教育部"新世纪优秀人才支持计划"项目
关键词
资源基础理论
网络营销能力
营销涉网度
企业绩效
resource - based view
internet marketing capability
internet marketing involvement
firm performance
