4.4.3 Measurement scale

110

4.4.4 Measurement error

111

4.5 Questionnaire design and pre-test

112

4.5.1 Questionnaire design

112

4.5.2 Questionnaire pre-test.

113

4.6 Data collection

114

4.7 Data preparation procedure

116

4.7.1 Checking and transforming the data

116

4.7.2 Tests of assumption of Multivariate data analysis

117

4.7.3 Non-response bias

120

4.8 Analytical methodology - contingency approach

124

4.9 Summary and conclusion

125

5 Data analysis and results

127

5.1 Introduction

127

5.2 Response analysis.

127

5.2.1 Response rate

127

5.2.2 Response characteristics

129

5.3 Exploratory analysis

133

5.3.1 Reliability and validity

133

5.3.2 Factor analysis.

137

5.3.3 Composite variables

157

5.4 Testing using Moderated Regression Analysis (MRA)

159

5.4.1 Analysis plan

159

5.4.2 Procedures for testing moderating effects

159

5.5 Hypotheses testing

161

5.5.1 Export marketing strategy and export performance moderated by e-commerce utilisation

161

5.5.2 Internal forces and export performance moderated by e-commerce utilisation

166

5.5.3 Environmental forces and product adaptation moderated by e-commerce drivers

29

5.5.4 Environmental forces and communication efficiency moderated by e-commerce assets

181

5.5.5 Environmental forces and promotion adaptation moderated by e-commerce drivers

186