Evaluating the Development of E-Commerce Marketing Capabilities and Efficiency in Promoting Corporate Performance (Case Study of Exporting Companies of Tehran Province)

Authors

Abstract

Understanding and utilizing e-commerce capabilities is essential for all companies that strive to meet customer needs and execute programs and goals as quickly as possible. Developing e-commerce capabilities can have a positive impact on the country's exports. The main purpose of this research is to investigate the development of e-commerce capabilities and efficiency in improving corporate performance. In addition, in this study the role of distribution and communication efficiency as two mediating variables has been evaluated. The purpose of this research is applied research and from the viewpoint of data collection, it is descriptive-correlational. The statistical population of the study consisted of Managers, Marketing, Sales, Production and Operations Managers and experts of food export companies in Tehran province. 157 individuals were selected through cluster sampling and the data collection tool was a questionnaire. Structural equation modeling and hypothesis tests were performed by two software Smart PLS2.0 and Spss2.0. The findings indicate that the mediating role of distribution and communication efficiency of e-commerce capabilities has a positive and direct effect on e-commerce performance.

Keywords

References

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Commercial Strategies
Volume 17, Issue 16
February 2021
Pages 144-129

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