Effects of Information Technology Competence on Business Performance: Empirical Evidence from Omnichannel Retailers in Vietnam

• 발행기관: 한국유통과학회
• 저자명: Anh Thi Dy NGUYEN Thao Thi Phuong HOANG
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 9 No.6, 303~312쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.06.30

영문 초록

Nowadays, omnichannel is a new kind of e-commerce channel. Many retailers invest in this channel to maximize customers’ benefits as well as increase competitive advantage and business performance. To operate this channel effectively, the role of IT competence is very important. With the flexibility and integration of IT competence in omnichannel, retailers can optimize service quality and bring customer benefits that are outstanding in comparison with the traditional channel. Because of this significance, this research was carried out to evaluate the effects of IT competence on the business performance of retailers in Vietnam’s omnichannel environment through the mediating role of customer value creation and competitive advantage. A quantitative research method is used through a survey with 200 managers working in retail companies operating omnichannel in Vietnam. After collecting data, PLS-SEM software is used to analyze the relationship among these above factors in omnichannel. The results prove that there are positive effects of IT competence on other elements in the research model. All direct and indirect effects are valuable when bootstrapping. Based on the results, some managerial implications are given to managers of retail companies using omnichannel to improve customer values and increase competitive advantage and business performance in the Vietnam context.

목차

1. Introduction

2. Literature Review and Hypotheses Development

3. Research Methods and Materials

4. Results and Discussion

5. Conclusion

References

키워드

Omnichannel Retailers IT Competence Customer Value Creation Competitive Advantage Business Performance