E-Perakende Başarı Faktörleri: Kaynaklar, Rekabetçilik ve Performans Arasındaki İlişkinin İncelenmesi Üzerine Bir Araştırma

Abstract

In the 21 century, retailing is an important part of the economy. E-tailers are an emerging innovative aspect of retailing. With e-tailers, geographic boundaries are eliminated and a wider range of services can be provided to consumers. Parallel to these developments, the number of competitors in the e-tailers sector is increasing and the sector is in a more rigorous competitive environment. The secret to being successful in this market, where stronger can survive, is difference from traditional business at some point. The success factors of e-tailers need to be handled separately for reasons such as cost structures being different and being totally technology-oriented. In this study, success factors that affect the performance of e-retailers are examined. Etail performance in research; organizational learning is explained by inimatibility and core competencies. In addition, internet marketing involvement and competition intensity are considered as control variables. In the research model, it is assumed that there is a relationship between resources and market power, market power and performance. The data of the research was collected through online questionnaire from the university students and staff selected by easy sampling. The research model was tested with structural equation modeling. As a result of the research, it has been determined that organizational learning and basic competencies affect the market power. The original contribution obtained with this study is to show that the determinants of performance for e-tailers are the resources they have. The limitations of the research are that it cannot be generalized to large masses due to the sample. In addition, the premium pricing of e-tailers selected for performance measurement made it difficult to obtain an objective finding, because it was perceived as a subjective expression that varies according to personal preferences. In future studies, it is recommended that the use of price satisfaction related to the performance of e-tailers.