Industry Platforms Research

Share this post

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

www.industryplatforms.org

Discover more from Industry Platforms Research

A collection of industry platforms research insights.
Continue reading
Sign in

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

Marin Jovanovic
Nov 22, 2022
1
Share this post

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

www.industryplatforms.org
Share

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.

See more at: Jean, R. J., Kim, D., Zhou, K. Z., & Cavusgil, S. T. (2021). E-platform use and exporting in the context of Alibaba: A signaling theory perspective. Journal of International Business Studies, 52(8), 1501-1528. https://link.springer.com/article/10.1057/s41267-020-00396-w

1
Share this post

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

www.industryplatforms.org
Share
Top
New

No posts

Ready for more?

© 2023 Marin Jovanovic
Privacy ∙ Terms ∙ Collection notice
Start WritingGet the app
Substack is the home for great writing