정보기술의 활용이 마케팅성과에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

It has been of major concern to use the information technology as a way to raise the productivity of marketing activities of the firm. This trends has been more accelerated as the internet was in active uses in the mid 1990s. Reflected even in the processes of estalblishing and utilizing(implemeting) the marketing information systems, this pheomenon are now changing the characteristics of the marketing information systems. This study clssifies the components of marketing information system into system effectiveness, information effectiveness, market specialization, and strategic alliance, and examines the moderating effects of the environmental characteristics on those relations. The research findings show that the system effectiveness and information effectivemess have a significant effect on the performances of market specialization in the dynamic environment. And the system maturity have a significant influece on the market specialization performances in the heterogeneous and dynamic environment, on the strategic alliance performances in the hostile environments.