E-platform use and exporting in the context of Alibaba: A signaling theory perspective

• 成果类型: Article
• 署名作者: Jean, Ruey-Jer; Kim, Daekwan; Zhou, Kevin Zheng; Cavusgil, S. Tamer
• 署名单位: National Chengchi University; State University System of Florida; Florida State University; University of Hong Kong; University System of Georgia; Georgia State University; University of Leeds; University of South Australia
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/s41267-020-00396-w
• 发表日期: 2021
• 页码: 1501-1528
• 关键词: B2B E-platform; Alibaba; SIGNALING THEORY; Institutional environments; export growth strategy

摘要

Despite the prominent role played by B2B electronic platforms (E-platforms) in assisting exporters, extant research pays scant attention to how, and under what conditions, exporters can deploy B2B E-platforms to enhance their sales performance. Drawing on signaling theory, we examine how the deployment of E-platforms affects export sales performance via foreign buyer contact. We also explore the moderating roles of institutional environment and export growth strategy. We test our model with a dataset composed of a survey and archival data on Chinese exporters that subscribe to Alibaba.com. The findings indicate that E-platform use positively affects foreign buyer contact and, in turn, export sales performance. This positive effect is even more substantial when exporters originate from regions with less-developed market intermediaries or when the institutional distance between the home and host countries is greater. In contrast, this effect becomes weaker when the level of export market diversification or product diversification is higher.