Differing Usage of the Internet and Foreign Market Entry Mode Choice

Helen Chen, Dublin Institute of Technology

Document Type Article

Journal of Marketing Science, 4(4)


The paper sets to investigate the impact of differing Internet usage on entry mode choice. Equity and non-equity modes are the dependent variables of the study in two models built to attain the research objectives: model 1 includes the traditional independent variables of entry modes. The new variable, different uses of the Internet, was added in Model 2. One of the results shows that model 2 is a better model. All suggest that if research were conducted considering the impact of differing usage of the Internet the theoretical framework to study entry mode would be more holistic.