Study On Critical Success Factors Of E-commerce For Brand Enterprises

With the rapid expansion of online shopping population, e-commerce has become an important part of modern life, and an important force in China’s consumer market. And with the emergence and rise of emerging technologies, e-commerce will enter a new development process. As the leader of the industry development, brand enterprises’ success of the development of e-commerce will affect the strategic objectives of the whole industry. Therefore, systematic analysis of brand enterprises to carry out e-commerce success factors and studying the critical success factors model of electronic commerce will play an important role in the popularization of e-commerce within the scope of the brand enterprises.Based on the e-commerce success model, brand ecological system theory, theory of brand image, employers brand theory and critical success factors theory, from the perspective of brand enterprise, the theoretical model of the key success factors of brand enterprise e-commerce is constructed in this paper. The model includes seven factors, of which national policy, logistics development and the development of information technology constitute the index of environmental factors, and brand, website and system, organization, and strategic leadership and constitute the enterprise factors. Through distributed network or paper questionnaire to 232 brand enterprises senior managers to collect data, and use SPSS 19.0 to carry on the descriptive statistical analysis, exploratory analysis and reliability analysis, and then use the Smartpls3.0 for structural equation model fitting and testing the hypothesis. Research results show that the websites and systems, organizational and the leadership and strategy has a direct impact on brand enterprises to carry out e-commerce success, brand factors through the intermediary role of organizational factors and the leadership and strategy indirectly affect the success of electronic commerce. The influence of environmental factors on the success of electronic commerce has not been confirmed in this paper, but the development of information technology has an important influence on the construction of enterprise website and system.