The Relationship between E-Commerce and Firm Performance: The Mediating Role of Internet Sales Channels

Jelena Šaković Jovanović, Radoje Vujadinović, Elizabeta Mitreva, Cristiano Fragassa and Aleksandar Vujović
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Jelena Šaković Jovanović: Faculty of Mechanical Engineering, University of Montenegro, 81000 Podgorica, Montenegro
Radoje Vujadinović: Faculty of Mechanical Engineering, University of Montenegro, 81000 Podgorica, Montenegro
Elizabeta Mitreva: Faculty of Tourism and Business Logistics, University of Goce Delčev, 2000 Štip, North Macedonia
Cristiano Fragassa: Department of Industrial Engineering, University of Bologna, 40126 Bologna, Italy
Aleksandar Vujović: Faculty of Mechanical Engineering, University of Montenegro, 81000 Podgorica, Montenegro

Sustainability, 2020, vol. 12, issue 17, 1-17

Abstract: This paper postulates that the effect of e-commerce on firm performance is not direct and needs to be examined using mediating factors. The Ordinary Least-Squares (OLS) model was employed with the data of the Flash Eurobarometer 439 Survey entitled The Use of Online Marketplaces and Search Engines by small and medium enterprises. The obtained findings provide support for the mediating hypothesis. To be more precise, while the relationship between e-commerce and firm performance is negative, it is positively mediated by certain types of internet sales channels. In particular, the benefits of e-commerce in terms of higher sales are more pronounced when firms use commercial websites and online marketplaces. On the other hand, the interaction between e-commerce and search engines has an insignificant effect on firm performance. This study advances research on e-commerce by emphasizing the importance of mediating effect.

Keywords: e-commerce; firm performance; online marketplaces; commercial website; search engine; mediating approach (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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