Journal of the Korean Operations Research and Management Science Society (한국경영과학회지)

The Korean Operations Research and Management Science Society (한국경영과학회)
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How does Dependence on Portals Help Online Retailers' Growth? : The Moderating Effects of Firm Age and Niche Width Strategy

인터넷 포탈에 대한 자원 의존성이 온라인 쇼핑몰기업의 성장에 미치는 영향

  • Received : 2014.03.04
  • Accepted : 2014.06.10
  • Published : 2014.06.30
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Abstract

It is widely confirmed that online retailers can obtain crucial resources and greater growth potential by depending on the external web portal sites as it is explained in resource dependence theory. Nevertheless, recent studies show that the effect of dependence may not always be beneficial for firms and stress the importance of finding relevant contingent factors. In this study, we identify and suggest that firms' age and niche width strategy, whether generalist or specialist, are contributing factors on moderating the positive relationship between resource dependence and firm growth. To test our hypotheses based on the theory, we have collected monthly web traffic data of online retailers and portals from March 2000 and July 2008. The empirical results lend support to our theory of the firm age having a negative interaction effect on web traffic dependence. Moreover, results verified that positive effect of depending on the portals may become greater if the online retailer is a specialist in terms of niche width.

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