Due to the worldwide distribution of the Internet and smartphones since the 2000s, online marketing of exports to businesses has long been established as a necessary marketing technique. Countries around the world offer various export marketing policies and subsidies to encourage corporate exports, but many are still spending the money on exhibition participation such as offline marketing, and the rate of using for trade B2B e-Marketplace is low. But trade B2B e-Marketplace is becoming important continuously, because it is representative online marketing method that serves as an international market for companies to promote their products and collect market information without participation of exhibitions. Considering the above circumstances, making an Analysis of factors affecting trade B2B e-Marketplace utilization, at the same time, An Empirical Analysis of the Effects of the Linkage between trade B2B e-Marketplace and Exhibition is very necessary.
The purpose of the study is to demonstrate the effect of the link use of trade exhibition and trade B2B e-Market places while empirical analysis on the capabilities of companies, the characteristic of products and the characteristic of trade B2B e-Marketplaces. The questionnaire was conducted between November 1, 2017 and December 31, 2017 for small and medium-sized companies promoting products in the trade e-marketplace. The collected questionnaire was 144, but ten unfaithful responses were excluded. Major analysis techniques were used by SPSS and AMOS.
Four hypotheses were adopted as a result of verification of the hypothesis specified from 1 to 8, based on prior research and research models. The business experience, popularity of e-marketplace, and the value[cost] for differentiated information of the trade B2B e-Marketplace affects the utilization of trade B2B e-marketplaces.
Furthermore, the characteristics of the consumer goods in the product and the use of government and institutional support policies and the level of product standardization do not directly affect the utilization of the trade B2B e-Marketplace. This means that the use of government and institutional support policies does not lead to utilization of trade B2B e-marketplaces and companies from various product lines can derive utilization performance from the trade B2B e-Marketplace.
In addition, the linkage use of the trade exhibition does not directly affect the utilization performance of trade B2B e-Marketplaces. This means that the participation of exhibition to derive the utilization performance of exhibition does not lead to utilization of trade B2B e-Marketplaces.