Exploring the Impact of Cross-side Network Interaction on Digital Platforms on Internationalization of Manufacturing Firms

This study aims to explore how manufacturing firms utilize the benefits of network externalities on digital platforms and how they co-create value with foreign customers to expand internationally through their interactions with customers across the sides of the platform-mediated network. Building on the demand-side perspectives, we develop and empirically test a theoretical model explaining the effect of cross-side network interaction on digital platforms upon manufacturing firms' international intensity, as well as adding critical boundary conditions of industry structure and firm size. Based on a sample of 4197 Chinese manufacturing firms, our empirical findings indicate that manufacturing firms' cross-side network interaction on digital platforms could improve international intensity. We also find that industry growth at home country and larger firm size negatively moderate the relationship between cross-side network interaction and international intensity, while regional industry agglomeration has no significant moderating effect. This study contributes to research on firms' international intensity in the digital age and also extends the demand-side perspectives literature in an IB context.