Improving the E-Commerce Business Model in a Sustainable Environment

Mingwei Sun, Katarzyna Grondys, Nazim Hajiyev and Pavel Zhukov
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Mingwei Sun: College of Computer Science and Technology, Tonghua Normal University, Tonghua 134000, China
Katarzyna Grondys: Faculty Management, Czestochowa University of Technology (CUT), 42-201 Czestochowa, Poland
Nazim Hajiyev: Department of Economics and Business Administration, Azerbaijan State University of Economics (UNEC), Baku 1001, Azerbaijan
Pavel Zhukov: Department of Public Finance, Financial University under the Government of the Russian Federation, 117437 Moscow, Russia

Sustainability, 2021, vol. 13, issue 22, 1-22

Abstract: The purpose of this study is to develop a comprehensive methodological approach to assess the sustainability of the e-commerce business model based on the integration of key performance indicators into a single vector of business model sustainability. The proposed vector approach allows for predicting and evaluating the effects of different kinds of measures, identifying and implementing the most effective tools for sustainable e-commerce business development. The methodology of this study is based on correlation, cluster and regression analysis. The scientific contribution of this study is the proposed methodological approach, which not only allows one to analyze business model sustainability, but also to compare companies in a competitive environment to determine the priorities of their functioning to achieve leadership positions on the background of sustainable development. The correlation analysis proved that in modern conditions, both economic and environmental components are significant for business model effectiveness in e-commerce. The clustering of the studied e-commerce companies provided an opportunity to take into account the peculiarities of the studied companies, to group them by similar performance indicators. This made it possible to develop more accurate regression models for each cluster. In this case, there is a correlation between the sustainability vector of the business model of a company and its assignment to a particular cluster. The conducted modeling and determination of the level of business model sustainability allowed for determining a relationship between it and the performance of e-commerce companies in the context of economic, environmental and social dimensions. At the same time, the results show that increasing the sustainability vector brings a company closer to the business sustainability benchmark.

Keywords: business model; clustering; correlation; e-commerce; regression; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:22:p:12667-:d:680389

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