چکیده مقاله
This study is mainly aimed to determine the impact of e commerce marketing capabilities on the performance of e commerce in companiesexporting agricultural and food products In terms of the purpose, this research is applied and quantitative, and in terms of the researchmethod, it is a descriptive survey research The statistical population of the study consists of all active exporters in the food and agricultureindustries According to the inquiry of Iran's Trade Promotion Organization and the Union of Producers and Exporters of AgriculturalProducts and Food, it currently has 250 main active members Therefore, the statistical population consisted of 250 people, and thesample size was selected 210 people based on Cochran's formula and by simple random sampling method The methods of reviewing existingdocuments, the library method, and the field method were used to collect information and data The main data collection tool was thequestionnaire of Gregory et al 2017 with 24 items The validity of the questionnaire was confirmed as construct validity by confirmatoryfactor analysis, and its reliability was 0 883 and confirmed by Cronbach's alpha The structural equation modeling and Amos softwarewere used to analyze the data The findings of the research showed that e commerce marketing capabilities have a positive and indirect impacton the performance of e commerce in companies exporting agricultural and food products
کلیدواژهها
نویسندگان
Sima Motevali Haghighi
Master degree-Khajeh Nasir Toosi University
Ali Hossein Golzar
Master's student, Department of Information Technology Management, Islamic Azad University Science and Research Branch, Tehran, Iran
Reza Tehrani
Professor- Tehran University
Shayan Mehrandish
Master's student, Department of Information Technology Management, Islamic Azad University Science and Research Branch, Tehran, Iran
شیوه ارجاع
Golzar, Ali Hossein and Mehrandish, Shayan,1399,The Investigation of the Impact of E-Commerce Marketing Capabilities on E-Commerce Performance in Companies Exporting Agricultural and Food Products,Fifth International Conference on Management, World Trade, Economics, Finance and Social Sciences
ارائهشده در
مجموعه مقالات پنجمین کنفرانس بین المللی مدیریت، تجارت جهانی، اقتصاد، دارایی و علوم اجتماعی14 اسفند 1399