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Finding determinants of e-commerce success: a PLS-SEM approach

机译：寻找电子商务成功的决定因素：PLS-SEM方法

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Purpose - With the growth in internet technology, the competition between the e-commerce firms has become fierce. This has forced these online vendors to consider customer-centric strategies apart from the retail strategies for generating revenue. The purpose of this paper is to propose a structural model to study the interrelationship between a formative endogenous latent variable (LV), i.e. e-commerce success, and other LVs representing the customer-oriented success factors such as website service quality (WSQ), customer support system (CSS), personalization and electronic word-of-mouth (EWOM). Design/methodology/approach - The authors develop a structural model to validate the determinants of electronic commerce success. Survey-based data obtained from 265 respondents are used to validate the model hypotheses. To analyze the data, partial least squares-structural equation modeling (PLS-SEM) is performed using smartPLS 2.0 software. The results on the interrelationships between the constructs are determined using path analysis. Findings -- The data analysis results infer the impact of these success factors on e-commerce success systems. After applying bootstrapping technique, the authors observed that WSQ, CSS, personalization and EWOM have a significant positive effect on e-commerce system success (ESS). Further studies can be performed considering mobile commerce and their critical success factors. Practical implications - The findings of the study emphasize on the importance of these four exogenous variables for e-businesses in order to achieve a competitive edge over their competitors. The study provides a detailed managerial implication with respect to each causal relationship, so as to suggest some remedial measures to gain customer market. Originality/value - Here, the authors consider an empirical model which shows the determinants of ESS. To the best of the authors' knowledge, a distinctive system success framework is modeled considering a unique combination of exogenous variables not considered by previous studies.
机译：目的-随着互联网技术的发展，电子商务公司之间的竞争变得越来越激烈。这迫使这些在线供应商考虑以客户为中心的策略，而不是零售创收策略。本文的目的是提出一种结构模型，以研究形成性的内生潜变量（LV）（即电子商务成功）与代表客户导向的成功因素（如网站服务质量（WSQ））的其他LV之间的相互关系，客户支持系统（CSS），个性化和电子口碑（EWOM）。设计/方法/方法-作者开发了一种结构模型来验证电子商务成功的决定因素。从265名受访者那里获得的基于调查的数据用于验证模型假设。为了分析数据，使用smartPLS 2.0软件执行了偏最小二乘结构方程模型（PLS-SEM）。使用路径分析确定构建体之间的相互关系的结果。结果-数据分析结果可以推断出这些成功因素对电子商务成功系统的影响。在应用引导技术之后，作者观察到WSQ，CSS，个性化和EWOM对电子商务系统的成功（ESS）具有显着的积极影响。考虑到移动商务及其关键的成功因素，可以进行进一步的研究。实际意义-该研究的结果强调了这四个外在变量对电子商务的重要性，以使其在竞争者中获得竞争优势。该研究针对每种因果关系提供了详细的管理含义，以便提出一些补救措施来赢得客户市场。原创性/价值-在这里，作者考虑一个经验模型，该模型显示了ESS的决定因素。据作者所知，考虑到以前研究未考虑的外生变量的独特组合，对独特的系统成功框架进行了建模。

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