An investigation of the impact of effective factors on the success of e-commerce in small- and medium-sized companies

Abstract Companies and organizations have to attract and retain customers so that they can survive. Electronic-commerce (e-commerce) is regarded as an appropriate strategy for marketing, selling and integrating online services which can play a significant role in identifying, obtaining and maintaining customers. E-commerce optimizes and enhances the relationship and communications between the organization, producers, distributors and customers. However, it should be noted that success in e-commerce depends upon determining effective factors in e-commerce. There is a set of effective inside organizational and outside organizational factors in e-commerce which should be taken into consideration. In this study, a model and framework was proposed for specifying the effective factors on e-commerce success. Structural equations with partial least squares (PLS- SEM) was used to investigate and experiment the proposed model. The obtained results based on the collected data from 180 staff employees of the Post Bank 1 in Eastern and Western Azerbaijan indicated that customer satisfaction, the amount of costs, infrastructures and knowledge and information are the effective's factors which have a significant impact on e-commerce success.

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