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Perceptions of Internet Marketing ing the non-directed conglomerate nature of many Asian businesses (Backman, 2001). 4.2 Data Analysis Procedure A chi-square test compared the perceptions of Australian and Taiwanese advertisers. Chi-square should only be conducted when the expected or theoretical frequencies in any of the cells is equal to five or more (McClave and Benson, 1991; Malhotra, 1993). To keep the cell frequencies above five, the data were re-coded as those that agreed (4 or 5) and other (1, 2 or 3). All analysis was done on the former category, the respondents that agreed. The results from a number of samples drawn from any finite universe will not necessarily agree exactly with the theoretically calculated results or with those that pertain to the Table 1: Profile of respondent companies Characteristic 38 Australasian Marketing Journal 9 (1), 2001 universe (Davies, 1983). There will be a degree of divergence according to the basic rules of probability and random sampling. A chi-square test examined whether these discrepancies occurred between Australia and Taiwan. 5. Results 5.1 Internet Marketing Benefits Chi-square analysis identified statistically significant differences between the two countries on many of the statements in the questionnaire that are outlined in Table 2. Significantly (p
Table 2: A comparison of the Australian and the Taiwanese advertising companies Statement their overall marketing strategy. When asked if marketing on the Internet gives my company a competitive advantage , less than one third of the Australian respondents agreed. About twice as many, or two thirds of the Taiwanese companies saw the Internet giving them a leg up on their competitors. This difference could be explained with the Taiwanese having less experience with the Internet and therefore more optimistic about its use. Even though two thirds of the Taiwanese felt the Internet gave them a competitive advantage, this is less than what these same companies thought of the Internet as a marketing asset. The same was true with Australian companies. Almost one half of the companies thought the Internet was a valuable marketing asset but less than one third of these same companies thought the Internet gave them a competitive advantage. This lack of perceived competitive advantage from respondents could be due to the ambiguity of the medium and the ease in which competitors are able to copy aspects of web site design. Bush, Bush and Harris (1998) found that US advertisers also did not perceive the Internet to give a company a competitive advantage, explained through the newness of the Internet. Perceptions of Internet Marketing Australia Taiwan Chi-square N = 61 % N = 45 % Sig. Level My company has incorporated the Internet into its marketing strategy 23 38 32 71 .001 My company considers Internet marketing as a valuable marketing asset 29 48 35 78 .002 Marketing on the Internet gives my company a competitive advantage 18 30 30 67 .000 Web sites will be used more within my organization 35 57 3067 N.S a within the next year Knowledge/skills related to Internet marketing has influenced our hiring criteria 15 25 22 49 .009 Marketing on the Internet reduces media waste 9 15 28 62 .000 Internet marketing significantly contributes to 11 18 19 42 .006 our marketing campaign a N.S. is no significant difference between Australian and Taiwanese sample For the moment, the Internet s marketing potential exceeds reality. Still, both Australian (57%) and Taiwanese (66%) advertising companies agreed that they would use Web sites more in their organizations. When asked if the Internet reduces media waste traditional printing about one out of seven Australian respondents agreed. Conversely, about four out of seven Taiwanese respondents indicated some level of agreement. This difference could be explained through the different experience levels. Australian companies would have used the Internet for a greater time period and may have already determined that there is no reduction in traditional printing. Taiwanese companies, with their lower levels of experience, may have not been able to evaluate changes to their current printing requirements. Overall, there is a perceived uncertainty with the Internet s potential versus reality, therefore emphasizing the perceived ineffectiveness associated with Internet marketing. This was found to a greater extent in the Australian firms than the Taiwanese firms. Currently, Internet knowledge and skills are just beginning to influence firms hiring criteria. In Australia it appears that Australasian Marketing Journal 9 (1), 2001 39
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