THE IMPACT OF DEVELOPING E-COMMERCE MARKETING CAPABILITIES AND EFFICIENCY ON ENHANCED PETROLEUM PRODUCT EXPORT PERFORMANCE
Keywords:E-commerce Marketing Capabilities, Distribution Efficiency, Promotion Efficiency, Export Performance.
E-commerce marketing capabilities play an important role in a fast and changing environment. It can be emphasized that organizations with access to such capabilities can be forerunners among other organizations in terms of knowledge acquisition, storage and transfer. Technology is effective in quantity and quality of export performance, and ecommerce marketing capabilities are among the key factors in improving and enhancing export performance. The current research aims to investigate the effect of developing of ecommerce marketing capabilities and efficiency on enhanced petroleum product export performance. This study is a descriptive-survey research in terms of data collection method and an applied research in terms of purpose. The research statistical population consists of the companies active in the field of oil, gas and petrochemicals, of which 165 people were selected as the sample and their information was collected through a questionnaire and was analyzed using confirmatory factor analysis and structural equation modeling in PLS Software. Results of this study demonstrated that the development of e-commerce marketing capabilities and efficiency is effective in enhanced performance of petroleum product exports. On the other hand, the effect of distribution efficiency on petroleum product ecommerce performance has been significant.