Causal Relationships that Influence the Success of Electronic Commerce Businesses in the Era of Digital Transformation
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Abstract
The Research on causal relationships that influence the success of electronic commerce businesses in the era of digital transformation. The research objectives are 1. To study and analyze the causal relationships that influence the success of electronic commerce businesses in the era of digital transformation. 2. To create a structural equation model of the success of electronic commerce businesses in the era of digital transformation. The data was collected from a sample of 400 entrepreneurs in the electronic commerce business group who passed the business quality standards and still operate throughout the region. The measurement instrument is a 5-level estimation questionnaire. The data were analyzed with structural equation modeling (SEM). The research used a blended, quantitative, and qualitative method.
The results showed that, firstly, quantitative research According to the study, 1) factors influencing the success of electronic commerce businesses in the era of digital transformation, it was found that there are 6 factors: quality of website services, service quality, shipping, technology factors, customer satisfaction, the success of electronic commerce, 2) the model of the success of electronic commerce businesses in the digital transformation era developed by the researcher is consistent with the empirical data according to the specified criteria, with values /df = 1.867, P-Vales = 0.537, CFI = 0.931, GFI = 0.907, RMSEA = 0.042, and RMR = 0.021, which meet the specified criteria. Secondly, qualitative studies show that in the business of electronic commerce, all factors studied are very important in the operation of electronic commerce businesses. This makes customers extremely satisfied.
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