서비스기업의 인터넷 마케팅역량과 흡수능력이 성과에 미치는 영향

다국어 초록 (Multilingual Abstract)

This study explores how Internet marketing competence and absorptive capacity affect Internet marketing performance. Most research on Internet marketing competence and absorptive capacity is still in its infancy. There is a lack of solid research models to guide future research in this area. Traditional viewpoints on Internet marketing performance identified website service quality factors based on SERVQUAL model and the influence of perceived usefulness and perceived ease of use on the service firms use of Internet based on technology acceptance model.
This paper aims to report on a study that examined the components of Internet marketing competence and absorptive capacity. For empirical research, total of 113 questionnaires werw used for data analysis. The second order confirmatory factor analysis was employed to examine that Internet marketing competence was explainged by marketing strategy related factors, website related factors, and organization related factors. Absorptive capacity was also explained by customer knowledge acquisition capacity and customer knowledge realized capacity. As a result of structural equation modeling, the statistically significant relationship between Internet marketing competence and Internet marketing performance was revealed.

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