Driving Success: Unveiling the Synergy of E-Marketing, Sustainability, and Technology Orientation in Online SME

IF 5.1 3区 管理学 Q1 BUSINESS Journal of Theoretical and Applied Electronic Commerce Research Pub Date : 2024-06-04 DOI:10.3390/jtaer19020071
Mirela Cătălina Türkeș
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Abstract

In Romania, the pandemic and post-pandemic effects, coupled with the nearly 80% increase in internet service penetration, have led to an extraordinary acceleration of e-commerce activity. Rising rents and operational costs, heightened financial challenges, and the improved quality and accessibility of internet connectivity have prompted some Romanian SMEs to sell their products and services online or through other online communication networks. In this context, it becomes essential to conduct marketing research to identify factors that could stimulate business performance. The purpose of this study is to assess the impact of e-marketing orientation, sustainability orientation, and technology orientation on the performance of online SMEs in Romania. Hypothesis testing and validation of the proposed construct model were conducted using structural equation modeling with partial least squares (SEM-PLS) and multi-group analysis (PLS-MGA). The research results have indicated that all three independent variables have positive and significant effects on online SMEs’ business performance. Finally, the study suggests that SME managers should focus on integrating these three variables and on selling products and services both nationally and internationally through the internet if they aim for long-term business performance growth.
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推动成功:揭示在线中小企业中电子营销、可持续性和技术导向的协同作用
在罗马尼亚,大流行病和大流行病后的影响,再加上互联网服务普及率提高了近 80%,导致电子商务活动异常加速。租金和运营成本的上升、财务挑战的加剧,以及互联网连接质量和便利性的提高,促使罗马尼亚一些中小企业通过网络或其他在线通信网络销售产品和服务。在这种情况下,有必要开展营销研究,以确定可促进企业业绩的因素。本研究旨在评估电子营销导向、可持续发展导向和技术导向对罗马尼亚在线中小企业绩效的影响。使用偏最小二乘法结构方程模型(SEM-PLS)和多组分析法(PLS-MGA)对提出的构建模型进行了假设检验和验证。研究结果表明,所有三个自变量都对在线中小型企业的经营业绩产生了积极而显著的影响。最后,研究建议中小企业管理者应注重整合这三个变量,并通过互联网在国内外销售产品和服务,以实现长期的经营业绩增长目标。
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来源期刊
CiteScore
9.50
自引率
3.60%
发文量
67
期刊介绍: The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.
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