Determinants and Effect of Internet Marketing in E-Commerce: An Empirical Investigation from China

Drawing upon the RBV perspective, the authors develop a model to examine the association between firm's Internet marketing resources and performance. The proposed model hypothesizes that Internet marketing capability can contribute to superior market performance in the E-Commerce environment, and they also identify three significant factors-IT capability, Internet marketing involvement, and investment-as enablers of Internet marketing capability and competitive advantage of firms. They test the research model using survey data from 195 firms in China. The results support the model, however, the association between IT capability and Internet marketing capability is not very significant.