The Effect of Psychic Distance Stimuli and Psychic Distance on International Marketing Strategy Adaptation and Export Performance

• 영문명: The Effect of Psychic Distance Stimuli and Psychic Distance on International Marketing Strategy Adaptation and Export Performance
• 발행기관: 한국무역연구원
• 저자명: Sang Il Park Tae Won Moon Pil Hwa Yoo
• 간행물 정보: 『무역연구』제10권 제6호, 57~82쪽, 전체 26쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.12.31

영문 초록

This paper clarified the ambiguity in the literature regarding psychic distance by refining its conceptualization, operationalization, and measurement. It empirically investigated psychic distance in a more inclusive manner that involves its antecedents (i.e. psychic distance stimuli), marketing program adaptation, and performance outcomes. The results of the study revealed that psychic distance stimuli are positively associated with psychic distance. Furthermore, psychic distance positively influences marketing program adaptation. The results also demonstrated that psychic distance mediates the relationship between psychic distance stimuli and marketing program adaptation, and that marketing program adaptation is positively associated with export performance. Future research agenda were suggested.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Research Model

Ⅳ. Empirical Results

Ⅴ. Data Analysis and Results

Ⅵ. Conclusion

References

키워드

Psychic Distance Psychic Distance Stimuli International Marketing Strategy Adaptation Export Performance