Impacts Of Market Information And Market Competition On E-commerce Enterprises Product Innovation

With the rapid development of E-commerce, which has brought much convenience for customers, the number of electronic commercial enterprises soars, the competition within the industry becomes fierce, the product and service tend to be homogeneous. Thus, much attention is paid to the innovation of product and service. The scholars have conducted the research on the E-commerce innovation for a long time, which range from the early E-commerce technical innovation to the latest E-commerce business mode innovation, the research on this topic constantly grows in-depth. However, there is seldom research on E-commerce product and service innovation. What E-commerce provides for the enterprises and the merchants is not only a display platform and a sales platform, but also a comprehensive information platform, from which the enterprises can collect considerable information, including the customer information, the competitor information, the industry information, etc. On one hand, multitudes of information support the product and service innovation for the enterprises, on the other hand, the homogenization of product and service brought by the fierce competition hinders the process of innovation. How does the external environment of E-commerce influence the enterprise innovation? Based on the conventional organizational learning theory and Schumpeter’s innovation theory, this essay will discuss the relationship between the E-commerce enterprise innovation and the external market information and the market competition intensity in web environment.The research methods for this essay are dominated by the qualitative interview and quantitive questionnaires.310samples are used for the correlation analysis and multivariate regression analysis via SPSS to verify the research model, and the conclusion is as followed:firstly, the E-commerce enterprise innovation of product and service has positive influence on firm’s performance. Secondly, market information and competition intensity are beneficial to the product and service innovation. Last, competition intensity has negative effect on the relationship between the market information and product innovation.The whole article is organized as follows. Part1mainly discusses the related theoretical&practical research background and presents the research purpose and research question. Part2provides a systematical literature review on E-commerce innovation, product innovation, market information and market competition, as well as some discussion on related theory and results. Part3proposes the research model and hypothesis based on literature review. Part4introduce a detailed description of the research method and research process. Part5analyzes the data collected sample, uses SPSS to do correlation analysis and multivariate regression analysis and test the model. The final chapter discusses the main results, implications as well as limitations and suggestions for further research.