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The Electronic Intermediary and the Effect on this For Developing E-Commerce

Author(s): Sahar Kosari, Mohammadreza Banan, Hadi Fanaee Tork and Ali Broumandnia

Journal: International Journal of Computer and Network Security
ISSN 2076-2739

Volume: 2;
Issue: 8;
Start page: 66;
Date: 2010;
Original page

Keywords: electronic intermediary | performance | E-commerce | customer | IT | industries | B2B | payment.

In export marketing, an electronic intermediary serves as a business-to-business (B2B) electronic marketplace, which allows trade parties achieve cost-efficient international trade. Previous studies have not paid enough consideration to the electronic intermediary. Instead, they have accent a direct Internet-based exchange, which was yielded to decrease transaction costs. This research suggests an electronic intermediary as a hybrid-exporting channel, combining a traditional intermediary and a direct Internet-based exchange. A direct Internet-based exchange is attending the most efficient exporting channel to reduce cost, but it involves high risk. A traditional intermediary may be an effective exporting channel to reduce risk, but it accompanies high cost such as commissions and agent fees. This research suggests that an electronic intermediary is an alternative to balance between profit and risk. This research examines determinants and effects of electronic intermediary use in export marketing. The results indicate that electronic intermediary use is influenced by some IT and marketing determinants. Electronic intermediary use also has a positive impact on export performance. Particularly, high entrepreneurial or low bureaucratic exporters may use an electronic Intermediary more effectively in export marketing.
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