The Moderating Effect of E-Commerce Relationship on Export Marketing Strategy and Performance

Abstract

This study examines exports marketing and strategy through global exports' monetary value and e-commerce through global e-commerce retail sales in order to find out whether there exists a moderating effect of the latter on the former. In order to do so, quantitative data is critically analyzed by statistical tests, such as Pearson's correlation, Durbin-Watson statistic, and regression analysis. Descriptive statistics are also used under literature to find out the relationship between the two variables. For statistical analyses, variable for global exports is dependent and the same for e-commerce retails is explanatory. Findings exhibit a directly proportional relationship with a positive moderating effect of e-commerce on global exports. The contribution to compendium of literature on the subject is quantitative evidence of the relationship and effect, and a direction for further research as conclusion.