Research On The Mechanism Of E-commerce To Improve Business Performance

The results of a large number of domestic enterprises using e-commerce are not the same,Some enterprises obtain huge profits through business commerce,but there are enterprises in crisis after pouring money into crisis.Therefore,it is necessary to study that there is the kind of relationship between e-commerce and business performance.Through related literature summary,many scholars have researched the direct effect between e-commerce and business performance,and few scholars considered intervening variable to its influence.This is clearly that simply using e-commerce technology can not directly and effectively bring competitive advantage to the enterprise,and it may exist some important intermediary variables between e-commerce and business performance.Also most of the literature research adopted marketing performance or financial performance to measure performance,but it cannot fully reflect the e-commerce effect to improve business performance.The purpose of this study is to make up some of the shortfalls in the study of the relationship between e-commerce and business performance.This study applying e-commerce as independent variable,business performance as dependent variable,marketing capability as intermediary variables,and using balanced score card to measure the level of performance and structural equation model,aims to explore the action mechanism by which e-commerce can improve business performance.Through the empirical study,the study drew these conclusions: e-commerce positively affects marketing capability,and effectively improve sales activities efficiency,new product development,brand maintenance and customer relationship management;and marketing capability in the e-commerce impacting on business performance play an partial intermediary role;contrarily,new product development in the e-commerce impacting on business performance does not play an intermediary role;enterprises can use e-commerce provide a potential indirect benefit,not only can effectively improve financial performance,but also improve the non-financial performance,such as customer service,internal processes.