Research Information System
İzmir iktisat dergisi, vol.38, no.1, pp.54-76, 2023 (Peer-Reviewed Journal)
In today's intensely competitive environment, one of the activities carried out by businesses in order to differentiate, gain new customers and retain their existing customers is to develop new services. One of the areas where radical and incremental service innovations emerge as a result of rapid advances in technology is the e-commerce sector. The purpose of this study is to determine the dimensions of e-commerce businesses in service innovation and to reveal the effects of these dimensions on new service performance, along with the effects of new service performance on the marketing performance of e -commerce businesses. The research was conducted between June 18, 2020 - September 20, 2020. The convenience sampling method was used in the study. The data collected from the research conducted on e-commerce companies were analyzed by Structural Equation Modeling (SEM). According to the results of the analysis, it has been found that the exogenous variables of strategic investment, service innovation experience, information technology experience, and competitive environment have a significant and positive impact on the new service performance of e-commerce businesses. However, exogenous variables of risk tolerance, collaboration, and consumer demand did not substantially affect the new service innovation performance of e-commerce businesses. In addition, as a result of the analysis, new service innovation performance of e-commerce businesses on marketing performance has also been found to have a significant and positive impact. It can be stated that it is essential for e-commerce businesses to analyze the competitive environment correctly, to gain experience in service innovations, and focus on information technologies and their strategic investments in service innovations.