The Adoption of Internet-Based Marketing Channels

Viggo H°st, Niels Peter Mols and J°rn Flohr Nielsen
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Viggo H°st: Department of Economics, University of Aarhus, Aarhus C, Denmark
Niels Peter Mols: Department of Management, University of Aarhus C, Aarhus, Denmark
J°rn Flohr Nielsen: Department of Management, University of Aarhus C, Aarhus, Denmark

Homo Oeconomicus, 2001, vol. 17, 463-488

Abstract: This article examines manufacturers' step to adopt Internet-based communication with their customers. In order to explain the adoption of electronic marketing channels a model is developed. Based on answers from 353 Danish manufacturers the model is tested and modified using LISREL analysis. A revised model is able to explain 68% of the variance in the adoption of Internet-based marketing channels. The results stress that the adoption of Internet-based interaction with the customers are influenced positively by willingness to cannibalize and the firm's knowledge of IT. Willingness to cannibalize mediates the effects from future market orientation, Internet ownership, specialized investments and top management support. Firm size has a negative effect on the adoption of the Internet-based marketing channels.

Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:hom:homoec:v:17:y:2001:p:463-488

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