Toward an Understanding of the Antecedents of E-Marketing Orientation: The Role of the Fit

  • Hui-Ling Huang
  • Yue-Yang ChenEmail author
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Nowadays, firms have realized the importance of using the Internet-based technology for supporting services to their customers and suppliers. For achieving a higher value in operating activities, firms must emphasize on R&D and technological development to fit with customer needs and develop the capabilities for searching and acquiring information via e-business tools. Thus, it is important for firms to know how to acquire market information to satisfy customers’ needs. In this vein, electronic marketing (e-Marketing) is regarded as a strategic weapon for firms to accomplish it. It not only includes the deployment of marketing activities in the Internet but also includes using technology to support services for customers. Drawing on the concept of fit, this present research tries to explore the effect of fit between market orientation and IT adoption strategy on e-Marketing orientation (the antecedents of e-Marketing orientation). Empirical data for hypothesis testing are collected from top-ranked companies in Taiwan, yielding 140 valid samples. Performance implications of fit are examined using fit as covariation approach. The findings indicated that the fit of market orientation and IT adoption strategy plays an important role in explaining e-Marketing orientation.


Electronic marketing orientation Information technology adoption strategy Fit Market orientation 



This study was funded by the Taiwan Ministry of Science and Technology under project number MOST107-2914-I-309-001-A1.


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.Chang Jung Christian UniversityTainan CityTaiwan
  2. 2.I-Shou UniversityKaohsiung CityTaiwan

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