전자상거래를 통한 국내 인터넷 쇼핑몰 업체들의 기대 이득과 경쟁전략 = Anticipated Benefits of Electronic Commerce and Competitive Strategies

다국어 초록 (Multilingual Abstract)

The widespread diffusion of internet has enabled companies to conduct business in quite a different way. Marketing on the internet becomes more important as firms adopt electronic commerce as a means to implement competitive strategies. One hundred and four B2C shopping mall companies responded to an e-mail and web server survey about the anticipated benefits of electronic commerce and related strategies. The survey also asked about improvements in value chain activities and impediments to the implementation of electronic commerce in Korea.
The results indicated that Korean shopping mall companies followed differentiation strategy significantly more than the other two strategies. In addition, six benefits factors were drawn from this study - information, productivity, cost savings, customers, management information, and applications. Productivity factor was related to cost leadership strategy, and customers factor was related with cost leadership, differentiation and focus strategies. Several benefits factors were also correlated with value chain activity improvements. The results of this study were compared with those of research conducted in the United States.