인터넷쇼핑몰기업의 해외유통채널별 기업특성과 창업자 특성이 국제화성과에 미치는 영향에 대한 집단 간 차이 분석

In this study, the intergroup difference was analyzed on the effect of company & entrepreneur characteristics per foreign distribution channel of the internet shopping mall company to the internationalization performance. To enable this, 135 domestic internet shopping mall companies with overseas sales were subjected to analyze their survey data to perform the multiple regression analysis and the Chow test. The three types of independent shopping mall, lease shopping mall and overseas shopping mall were combined to groups of independent shopping mall & lease shopping mall, independent shopping mall & overseas shopping mall, and lease shopping mall and overseas shopping mall to first perform the regression analysis, and the Chow test was conducted to verify the regression coefficient difference between the two groups. In the empirical analysis results, the independent shopping mall & lease shopping mall group and the lease shopping mall & overseas shopping mall group showed a significant difference in the overseas sales portion. In the independent shopping mall & lease shopping mall group, the independent shopping mall constructs the shopping mall directly and the products are displayed to be managed, and the lease shopping mall is a method of paying monthly lease fee to the business operating the internet sales service. When we compare these operating methods, the independent shopping mall has higher investment in construction management and marketing cost than the lease shopping mall, so it was verified that it was operated more actively to show a difference in the overseas sales portion. In the lease shopping mall & overseas shopping mall group, the lease shopping malls lack experience and the business is small to be not focusing the investment in the overseas sales, and in the case of overseas shopping mall, the start-up is attempted more in overseas due to the expertise of the entrepreneur, so there is a difference in the overseas sales portion between the lease shopping mall and the overseas shopping mall.