인터넷 전자상거래 운영전략의 결정요인과 기업성과에 미치는 영향

This study extracts factors of Internet EC operating strategies and analyzes empirically the effect of individual strategy on overall corporate performance. Results show that firms in the competitive and expending market tend to utilize aggressively EC operating strategies of cost leader, market expansion, customer service, and efficient operation. Market uncertainty affects negatively on operating strategies. Factors of CEO characteristics and IS usage are suggested to have no influence on the operating strategies. Research results also suggest associations of market expansion strategy with financial performance, customer service strategy with customer performance, and cost leader strategy with both internal process and learning/growth performance. Causal relations among balanced performance are as proposed: learning/growth performance to internal process performance, internal process performance to customer performance, and customer performance to financial performance in order. Therefore, it is suggested that there are empirical associations of the firms’EC operating strategies with their balanced corporate performance. Results of this study are expected to induce future studies of developing objective performance indices and evaluation model for internet EC firms and to contribute toward policy implications for government sponsored internet business projects.