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Electronic intermediary (e- intermediary) can be an efficient exporting channel to enter into the global market. Many exporters may believe that a direct Internet-based exchange is the most efficient channel. Major companies who have enough resources for international markets may agree with the argument. However, for small and medium enterprises (SMEs), it is risky, extremely time consuming, and costly to find an ideal counterpart directly in electronic international marketplaces. SMEs usually have limited knowledge and experience on foreign markets. E-intermediaries can help them to decrease the problems. Furthermore, e-intermediaries offer SMEs a level playing field in relation to their larger competitors, providing low-cost and efficient interconnectivity. This study is intended to examine some marketing determinants of e-intermediary use. In specific, internal factors (i.e., international competence and product`s commodity content) and external factor (i.e., uncertainty) are empirically investigated through structural equation modeling (SEM). This study collected data from senior mangers of small and medium sized exporters in Korea. In the current globalized market, it is necessary for all exporters to gain competitive advantages that strengthen their market position and ensure their long-term success. This study has tried to convince exporters of the importance of e-intermediary as an efficient exporting strategy to achieve the competitive advantages.
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