Determinants of Chinese Exporters' Online De-Internationalization

Abstract Given the growing trend of using digital platforms for exporters' internationalization, the management of exporters' online internationalization has become a critical issue. However, academic research in this area remains sparse. Specifically, little is known about when and under what conditions exporters may consider discontinuing the use of a digital platform for exporting, i.e., online de-internationalization. This study develops and tests a theoretical framework for these determinants and the contingencies for exporters' online de-internationalization. Specifically, drawing on the de-internationalization literature, we identify sets of internal and external antecedents of exporters' intention to discontinue the use of digital platforms for exporting. Furthermore, we examine the moderating effect of technological opportunism. Based on a unique sample of Chinese exporters registered on Alibaba.com, the world's largest business-to-business platform, the empirical findings support our proposed determinants of online de-internalization. This article ultimately discusses the theoretical and managerial implications.