IDEAS home Printed from https://ideas.repec.org/a/vrs/poicbe/v13y2019i1p373-384n33.html
   My bibliography  Save this article

Investigating how online shopping platform users contribute to improving the businesses’ performance: empirical evidence from Romania

Author

Listed:
  • Barbu Andreea

    (University POLITEHNICA of Bucharest, Bucharest, Romania)

  • Militaru Gheorghe

    (University POLITEHNICA of Bucharest, Bucharest, Romania)

  • Simion Cristina Petronela

    (University POLITEHNICA of Bucharest, Bucharest, Romania)

  • Moiceanu Georgiana

    (University POLITEHNICA of Bucharest, Bucharest, Romania)

Abstract

The purpose of this paper is to identify how online shopping platform users in Romania influence businesses’ performance. The emergence of e-commerce has led to a revolution in global commerce by diversifying and improving sales and purchasing actions for existing products and services on the market. In Romania, buyers’ behaviour shows a more restraining of online commerce behaviour. Most sales are still registered according to the classic system of physically going to stores, although the number of online users has grown significantly over the last decade. The reluctance of buyers to buy from the online environment leads to the low performance of companies in the e-commerce market. The hypothesized model is empirically tested using data collected from a survey on Google Analytics platforms of some online companies in Romania. The authors used SPSS Software to examine the reliability and validity of the measurement model. There have been analysed various links between some variables that were obtained from Google Analytics, data that were collected by age groups, gender or geographical area. Through an empirical analysis is being analysed the role of tracking data on the websites in order to improve company performance. By analysing those variables, the authors analysed if the number of sessions acquired, the bounce rate of the acquired visitors or other variables can improve the company performance. This study offers a new perspective on company performance in online firms. The analysis of variables describing user behaviour in the online environment in interaction with e-commerce platforms has led to conclusions about the performance of online companies. The theoretical contributions and managerial implications of the study are discussed.

Suggested Citation

  • Barbu Andreea & Militaru Gheorghe & Simion Cristina Petronela & Moiceanu Georgiana, 2019. "Investigating how online shopping platform users contribute to improving the businesses’ performance: empirical evidence from Romania," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 373-384, May.
  • Handle: RePEc:vrs:poicbe:v:13:y:2019:i:1:p:373-384:n:33
    DOI: 10.2478/picbe-2019-0033
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/picbe-2019-0033
    Download Restriction: no

    File URL: https://libkey.io/10.2478/picbe-2019-0033?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Erik Brynjolfsson & Lorin M. Hitt, 2000. "Beyond Computation: Information Technology, Organizational Transformation and Business Performance," Journal of Economic Perspectives, American Economic Association, vol. 14(4), pages 23-48, Fall.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fındık, Derya & Tansel, Aysit, 2013. "Resources on the stage: a firm level analysis of the ict adoption in Turkey," MPRA Paper 65956, University Library of Munich, Germany, revised 05 Aug 2014.
    2. Alhassan Abdul-Wakeel Karakara & Evans Osabuohien, 2020. "ICT adoption, competition and innovation of informal firms in West Africa: a comparative study of Ghana and Nigeria," Journal of Enterprising Communities: People and Places in the Global Economy, Emerald Group Publishing Limited, vol. 14(3), pages 397-414, June.
    3. Karl Whelan, 2002. "Computers, Obsolescence, And Productivity," The Review of Economics and Statistics, MIT Press, vol. 84(3), pages 445-461, August.
    4. Dana Benešová & Miroslav Hušek, 2019. "Factors for efficient use of information and communication technologies influencing sustainable position of service enterprises in Slovakia," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(3), pages 1182-1194, March.
    5. Jonathan Temple, 2002. "The Assessment: The New Economy," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 18(3), pages 241-264.
    6. Marina Rybalka, 2015. "The innovative input mix. Assessing the importance of R&D and ICT investments for firm performance in manufacturing and services," Discussion Papers 801, Statistics Norway, Research Department.
    7. Irene Bertschek & Joern Block & Alexander S. Kritikos & Caroline Stiel, 2024. "German financial state aid during Covid-19 pandemic: Higher impact among digitalized self-employed," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 36(1-2), pages 76-97, January.
    8. Janet L. Yellen, 2005. "The U.S. economic outlook," Speech 5, Federal Reserve Bank of San Francisco.
    9. Josef Falkinger & Volker Grossmann, 2003. "Workplaces in the Primary Economy and Wage Pressure in the Secondary Labor Market," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 159(3), pages 523-544, September.
    10. René Riedl & Harald Kindermann & Andreas Auinger & Andrija Javor, 2012. "Technostress from a Neurobiological Perspective," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 4(2), pages 61-69, April.
    11. Kiley, Michael T., 2001. "Computers and growth with frictions: aggregate and disaggregate evidence," Carnegie-Rochester Conference Series on Public Policy, Elsevier, vol. 55(1), pages 171-215, December.
    12. Prasanna Tambe & Lorin M. Hitt, 2014. "Measuring Information Technology Spillovers," Information Systems Research, INFORMS, vol. 25(1), pages 53-71, March.
    13. David H. Autor & Frank Levy & Richard J. Murnane, 2002. "Upstairs, Downstairs: Computers and Skills on Two Floors of a Large Bank," ILR Review, Cornell University, ILR School, vol. 55(3), pages 432-447, April.
    14. Davide Consoli & Pier Paolo Patrucco, 2011. "Complexity and the Coordination of Technological Knowledge: The Case of Innovation Platforms," Chapters, in: Handbook on the Economic Complexity of Technological Change, chapter 8 Edward Elgar Publishing.
    15. Rajiv Kohli & Sarv Devaraj, 2003. "Measuring Information Technology Payoff: A Meta-Analysis of Structural Variables in Firm-Level Empirical Research," Information Systems Research, INFORMS, vol. 14(2), pages 127-145, June.
    16. López, Alberto, 2012. "Productivity effects of ICTs and organizational change: A test of the complementarity hypothesis in Spain," MPRA Paper 40400, University Library of Munich, Germany.
    17. Gangopadhyay, Partha & Jain, Siddharth & Bakry, Walid, 2022. "In search of a rational foundation for the massive IT boom in the Australian banking industry: Can the IT boom really drive relationship banking?," International Review of Financial Analysis, Elsevier, vol. 82(C).
    18. Chih-Yang Tseng, 2020. "Family firms and long-term orientation of SG&A expenditures," Review of Quantitative Finance and Accounting, Springer, vol. 55(4), pages 1181-1206, November.
    19. Susan Helper & Mari Sako, 2010. "Management innovation in supply chain: appreciating Chandler in the twenty-first century," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 19(2), pages 399-429, April.
    20. Giacomello, Giampiero & Picci, Lucio, 2003. "My scale or your meter? Evaluating methods of measuring the Internet," Information Economics and Policy, Elsevier, vol. 15(3), pages 363-383, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:poicbe:v:13:y:2019:i:1:p:373-384:n:33. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.