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毕业设计（论文）外文参考资料及译文设计（论文）题目：影响国际间企业网络营销成功的因素学生姓名：秦冬学号：0822110325 专业：市场营销所在学院：商学院指导教师：谷虤职称：讲师2013年12月27日Factors affecting the success of business-to-business international Internet marketing(B-to-B IIm): an empirical study of UH companies节选Riyad Eid awdWolverhampton YniversitySenior Lecturer in the Marketing DepartmentMyfawvy TruewawBradford YniversitySchool of Management, Bradford, YK.ABSTRACTBusiness-to-business international Internet marketing is one of the key drivers in sustaining an organisation's competitive advantage. The challenge for organisations today is to understand the factors that play a critical role in utilising Internet capabilities and their implications on business strategic objectives to enable them to compete successfully in the electronic age. Proposes 33 critical factors classified into five categories and validated empirically through a sample of 123 YK companies. Discusses the significance, importance and implications for each category and makes recommendations.KEYWOR: Internet marketing, Business-to-business marketing, Critical success factorsINTRODUCTIONIn recent years business-to-business international Internet marketing (B-to-B IIM) has received widespread attention. Avlonitis and Karayanni (SOOO), Duffy and Dale (SOOS), Hamill and Cregory (l99P), Hoffman es al. (l999), Lorter (SOOl) and Quelch and Klien (l996) conducted in-depth studies to understand those factors that are needed to enhance B-to-B IIM implementation. They conclude that organisations need to understand how to identify the critical factors that affect the implementationprocess and address them effectively to ensure that the promised benefits can be realised and failures can be avoided.However, research in business-to-business Internet marketing is still in its infancy. Most research on Internet marketing has been either descriptive or theoretical/speculative. There is a lack of solid research models to guide future research in this area. There have been a number of attempts to identify the CSFs for B-to-B international Internet marketing (Archer and Yuan, SOOO; Avlonitis and Karayanni, SOOO; Berthon es al., l996a; Chan and Swatman, SOOO; Duffy and Dale, SOOS; Furnell and Karweni, l999; Honeycutt es al., l998; Lord, SOOl; Lynn es al., SOOS; Soh es al., l99P); however, few of them can provide strong theoretical or statistical support for the existence of these CSFs. This may be because of the exploratory nature of these studies. As such they deal more with the potential than the reality of the Internet's impact. Hence, full- scale research conducted in a highly scientific manner must be undertaKen.To fill this gap various articles, empirical research, and secondary case studies on B-to-B, Internet, International marketing, and information technology were studied. The findings of these studies identified Sl factors that have a direct impact on successful implementation of the B-to-B IIM. These factors were classified into five categories:(1) marketing strategy;(2) Web site;(3) global dimension;(4) internal related factors; and(5) external related factors.Definitions, techniques and discussion on these factors are described in the following sections. Further discussion on each category is also underpinned.1.PROPOSED FACTORSA number of studies were carried out to identify those factors most critical toB-to-B IIM success. Avlonitis and Karayanni (SOOO) noted that sales force hasa central role to play in the Internet marketing strategies implementation if the appropriate training is provided. However top management team's support is one of the Keys to integrate the Internet effectively with the strategic marketing plan. Bremer (l996) agreed that correct planning for training sessions, management support and staff awareness programmes are important to B-to-B IIM implementation.Chan and Swatman (SOOO) pointed out other factors such as supplier and customer involvement, culture and the use of both the traditional and online marketing. Cronin (l996a) added the security factor to the marketing strategy and culture. Damanpour (SOOl) showed the importance of meeting client demand as necessary to fulfil obligations in Internet-based marketing. Being flexible when collaborating with the trading community, identifying potential valuable partners, thinking globally and doing business in the Internet time (speed) are critical factors for the successful implementation of B-to-B IIM.Duggan and Deveney (SOOO) indicated that the integration between off and on-line marketing efforts, as well as, customer acceptance and the language used were also critical success factors. Furnell and Karweni (l999) agreed that the development of successful inter-organisational relationships is another critical factor, which is based primarily on the quality and quantity of information exchanged over the Internet. Cogan (l99P) cited that selecting the appropriate technologies infrastructure is a Key factor for Internet marketing. Hamill and Cregory (l99P) suggested that well designed Web sites provide an organisation with a leading edge in the global market. Herbig and Hale (l99P) emphasise that customer needs must be identified.Loon and Jevons (l99P), Hoffman es al. (l999) and Zairi (SOOla, b) all agreed that trust and confidence between vendor and potential customer is another critical factor. E-commerce is not a technology play! It is a relationship; partnership, organisational and communications play made possible by new technology.2.RESEARCH MODEL AND HYPOTHSESThe model tested in this research examines how different CSFs affect B-to-B IIM success. Figure S depicts the research modeland illustrates the propositions tested in this study.First, many researchers and practitioners have increasingly considered factors related to marketing strategy as a vital component of successful B-to-B IIM. These include, top management support, setting the strategic goals, integrating Internet marketing with marketing strategy, collaboration (strategic partners), and deciding the potential audience are the most important factors related to marketing strategy for successful B-to-B IIM implementation (Avlonitis and Karayanni, SOOO; Chaffey es al., SOOO; Chan and Swatman, SOOO; Cronin, l996b; Damanpour, SOOl; Duggan and Deveney, SOOO; Curau es al., SOOl; HofacKer, SOOl; Honeycutt es al., l998; Lynn es al., SOOS; Naude and Holland, l996; Lerry and BodKin, SOOS; Lorter, SOOl; Quelch and Klein, l996; Wilson and Abel, SOOS). To see the role of the marketing strategy related factors in B-to-B IIM success the following hypothesis is proposed:H1. Marketing strategy related factors affect the success of B-to-B international Internet marketing.Second, many researchers have considered the Web site as a crucial component of any B-to-B IIM efforts. These include, well-designed site and effective marketing of the site are the most important factors that contribute to success of B-to-B IIM efforts (Anderson, l996; Hamill and Cregory, l99P; Herbig and Hale, l99P; HofacKer, SOOl; Kotab and Helsen, SOOO; Lynn es al., SOOS; Quelch and Klien, l996; Samiee, l998). Accordingly, the following hypotheses are proposed: H2. Web site related factors affect the success of B-to-B international Inter net marketing.Third, many authors have considered global dimension related factors as a vital component of successful B-to-B IIM efforts. These factors include in-depth understanding of foreign marketing environment, resources required to workglobally, multilanguage Web site to successfully reach target customers, culture consideration, and availability of delivery channel such as international shipping (intermediaries-shipping information-charges) (Chaffey es al., SOOO; Chan and Swatman, SOOO; Duggan and Deveney, SOOO; Cogan, l99P; Hamill and Cregory, l99P; Herbig and Hale, l99P; HofacKer, SOOl; Kotab and Helsen, SOOO; Quelch and Klien, l996; Samiee, l998; White, l99P). Thus, the followin g hypothesis is proposed:H3. Clobal dimension related factors affect the success of B-to-B international Internet marketing.Fourth, many researchers and practitioners have increasingly considered factors related to internal environment as a critical component of successful B-to-B IIM efforts. These factors include technological infrastructure, appropriate internal culture, effective relationship between the marketing and IS/MIS department and a well trained sales force that all contribute to the success of B-to-B IIM efforts (Avlonitis and Karayanni, SOOO; Chan and Swatman, SOOO; Duggan and Deveney, SOOO; Cogan, l99P; Lynn es al., SOOS; Quelch and Klein, l996; Samiee, l998) Accordingly, the following hypotheses are proposed: H4. External factors affect the success of B-to-B international Internet marketing.Finally, many researchers and practitioners have increasingly considered factors related to external environment as another Key component of successful Internet marketing implementation. These factors include, trust, security, successful relationship, easy and affordable access to the Internet, and customer acceptance and all contribute to successful B-to-B IIM practice (Chan and Swatman, SOOO; Duggan and Deveney, SOOO; Furnell and Karweni, l999; Loon and Jevons, l99P; Quelch and Klien, l996; Ratnasingham, l998; Urban es al., SOOO; Wilson and Abel, SOOS; Zairi, SOOla, b) therefore the following hypothesis is offered.Research methodologyPopu1atiom and samp1eThis research has used three basic characteristics that must be presented in each company if it is to be selected in the research sample:(l) the company should be business-to-business;(2) use the Internet for marketing purposes;(3) work globally to sell its products on the international market via agent, distributor, or subsidiary.The aim was to select a population of UK business-to-business international companies that use the Internet for their marketing activities. Unfortunately, there is no database that contains such companies. In addition, there are no reliable methods that can be used to distinguish between international and local companies. To determine companies that meet these criteria, a list ofbusiness-to-businessWeb addresses was obtained from Yahoo directory, which listed the majority of the business-to-business Web addresses available at that time of study, totaling l,S3Oaddresses. It is the Web's most popular search engine (Search Engine Watch)[l]. It is the oldest major Web site directory, having launched in late l994. However, although many authors have used it to determine the study population (Avlonitis and Karayanni, SOOO; Bennet,l99P; Shama, SOOl), this study did not accept it as it is for many reasons that can be discussed below:•some sites classified as business-to-business are actuallybusiness-to-customer;•some companies that are supposed to be UK companies are only based in the USA;•many companies appear more than once under different titles within business-to- business;•some companies have many links on the directory and therefore are counted more than once.Consequently, without careful modifications the Yahoo directory may lead to defected results and destroy the random base for a research sample.Imp1ememtatiom of companies scammimg Consequently, a companies scanning exercise was used in identifying and collecting various companies that appeared in the Yahoo directory over a specific period of time (l December SOOl-3l January SOOS). The actual procedures involved are discussed in the following section.Popu1atiom imdustriesThis study planned to obtain responses from different industries so that generalisation of the findings could be established. Consequently, the population comprises the companies addressed in the Yahoo directory in six specific industries:(l) aerospace;(2) agriculture;(3) textile;(4) chemicals;(5) computers; and(6) industrial supplies.Finally, SłO qu estionnaires were mailed to the selected organizations. Of the SłO companies, a total of l6l questionnaires were returned. This included nine returned not completed with a label stating ‘‘Cone away – please remove from mail list''. A further S4 were returned with a covering letter explaining why they had not completed the questionnaire. Most of the responses indicated that it was not company policy to participate in surveys or lack of time due to work pressures. Therefore, the number of returned completed questionnaires was lS8(including five unusable questionnaires, usable questionnaires = lS3). A summary of the responses' distribution and rate is:•total number of questionnaires distributed(SłO);•number of completed and returned questionnaires (lS8);•unreachable companies (nine);•declined participation (S4); and•response rate (ł8.98 per cent).The response rate was calculated using the method proposed by De Vaus (l99l, p.99) and was ł8.98 per cent. This high ł8.łS per cent response rate may be explained by several factors:•First, the questionnaire was designed in such a way that means it takes only SO minutes to be completed.•Second, attempts were made to contact each organisation up to five times viae-mails and phone calls before the firm was dropped from the sample. •Third, most companies studied were likely to perceive their participation in the study as further evidence of their success regarding using the Internet for marketing purposes.Measurement deve1opmemtIn order to develop and validate the instrument, several steps were taken:(l) development of the measure from the literature;(2) initial pre-test;(3) pilot test of the measure.In this regard, the questionnaire was reviewed first by six academic researchers experienced in questionnaire design. They were asked to provide feedback on the overall design, particularly the measurement scales.Analysis and resultsThis section presents the statistics and analytic results of the study.Descriptive stati stics Detailed descriptive statistics relating to the responding organizations and respondents are shown in Table I.Construct va1idity and re1iabi1ity Discrimination validity was assessed using factor analysis. The 33 items (variables) measuring the five CSF s in the research model were subjected to principal component factor analysis. Eigen values and screen plot were used to determine the number of factors to be extracted. Moreover, in order to ensure the use of factor analysis, the Better test of sphericity (BTS) andKaiser-Meyer-Olin (KMO) test of appropriateness were carried out accordingly (see Table II). The results (the BTS ranged from 3P3.Ołł to 8Sł.P68 and the level of significance at p = O.OOO) indicated that the data is appropriate for the purpose of factor anal ysi s.A varimax rotation was also performed. All items loaded on to the expected factors as they were originally designed. Only one item of Web site related factors, real time on-line interactive elements, has a factor loading less than the accepted level, so we decided to ignore it in our further analysis. The reliability of all constructs was assessed by the Cronbach alpha reliability coefficient and exceeded Nunnally's standards for research (Nunnally, l9P8) (see Table III).REFERENCES[1] Anderson, T. (1996), ''Marketing products to the global desktop'',[2] Anderson, M.D. and Choobinen, l. (1996), ''Marketing on the Internet'',[3] Archer, N. and Yuan, Y. (2000), ''Managing business-to-business relationships throughout the e-commerce procurment life cycle'',[4]Arnott, D. and Bridgewater, S. 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(2000), ''From EDl to Internet commerce: the BHL steel experiences'', Internet Research: Electronic Networking Applications and Policy, Vol. 10 No. 1, pp. 72-82.[12] Damanpour, F. (2001), ''E-business e-commerce evolution: perspective and strategy'', Managerial Finance, Vol. 27 No. 7, pp. 17-33.[13]De Vaus, D.A. (1991), Surveys in Social Research, 3rd ed., YCL Press, London.[14] Duffy, G. and Dale, B.G. (2002), ''E-commerce processes: a study of criticality'', Industrial Management & Data Systems, Vol. 102 No. 8, pp. 432-41.[15] Honeycutt, E.D., Flaherty, T.B. and Benassi, K. (1998), ''Marketing industrial products on the Internet'', Industrial Marketing Management, Vol. 27 No. 1, pp. 63-72.影响国际间企业网络营销成功的因素（节选）摘要国际间企业与企业的电子商务成为企业保持竞争优势的关键因素之一。