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The Impacts of Market Orientation and Competitive Strategy Typology on Performance in Implementing of E-Commerce of Domestic Airlines: The Contingency Theory Perspective Approach

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2005, 29(2), pp.361-382
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Kim Taegoo 1

1한국문화관광정책연구원

Accredited

ABSTRACT

The purpose of this paper is to investigate the effects of market orientation and competitive strategy typologies on the marketing team’s influence, customization and performance in implementing of e-commerce(B2C) of the domestic airlines. Using the domestic airlines’ e-commerce as a primary research topic, author uses “contingency-structure-output” framework under the contingency theory perspective. Through employing confirmatory factor analysis(CFA) and the structural equation modeling(SEM) method for verification, the results indicate that market orientation and competitive strategy typologies affect performance through marketing team’s influence and customization.

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