Antecedents and performance outcomes of exporters’ use of internet B2B platforms

Abstract

Purpose

This study aims to develop and test a framework of the antecedents to and performance outcomes of exporters’ use of different services offered by Internet-based Business-to-Business (I-B2B) platforms.

Design/methodology/approach

We test the model based on a unique survey dataset of 350 Chinese exporters who subscribed to Alibaba.com, a major I-B2B platform.

Findings

Drawing on the signaling theory, export and I-B2B platform literature, we develop a typology of exporters’ use of services offered by I-B2B platforms. We find that the extent to which firms have cost efficiency advantages, adopt an export diversity strategy, operate under high levels of psychic distance and experience high levels of domestic regulatory uncertainty are all positively related to exporters’ use of I-B2B platform services. The use of those services is either positively or negatively related to export success depending on the services in question. The magnitudes of these performance relationships are contingent on the exporters’ transparency strategies.

Originality/value

This is the first study to examine the antecedents to and consequences of exporters’ use of the services offered by I-B2B platforms.

Citation

Jean, R.J.B., Kim, D. and Cadogan, J.W. (2024), "Antecedents and performance outcomes of exporters’ use of internet B2B platforms", International Marketing Review, Vol. 41 No. 5, pp. 1016-1043. https://doi.org/10.1108/IMR-05-2024-0139