The Effect Of Strategic Orientation On The Relationship Between E-business Investment And Firm Performance

To carry out e-commerce investment is an important path to promote the transformation of traditional manufacturing enterprises to upgrade.But not all of the manufacturing enterprises to invest in e-commerce can bring business performance improvement.The study shows that only by integrating and allocating the E-B resources inside and outside the enterprises and creating unique e-commerce capabilities(E-B capabilities),enterprises can enterprises improve their performance.But the manufacturing enterprise will inevitably be affected by the internal and external environment during the transformation of e-commerce investment to e-commerce capabilities.So,what are the factors,their role in the form and the size of role of the problem are still lack of relevant research results to answer.According to the theory of strategic matching,the improvement of enterprise performance depends on the matching degree of resources and the external environment.Then the improvement of the business performance of e-commerce investment may also be affected by the matching degree of input of resources and the external environment.As an important concept in the field of strategic management,the strategic orientation of enterprises represents the resource allocation criteria that enterprises take the pursuit of profit growth as the ultimate goal.The results show that the strategic orientation of enterprises adjusts the relationship between enterprise activities and corporate performance.Therefore,this study introduces the concept of strategic orientation,studies the strategic orientation's adjustment between e-commerce investment and e-commerce capability,then affecting enterprise performance.It not only enriches and develops the theory of E-business investment performance,but also has important practical significance to help manufacturing enterprises make a right e-commerce investment decision.With pre-e-commerce capabilities' s intermediary role in the relationship between e-commerce investment and corporate performance having been verified,this study is based on the theory of dynamic capability and strategic matching theory,takes manufacturing as the object of study,builds a research model of strategic orientation,e-business investment,electronic capability and enterprise performance,case studies and questionnaires were used to analyze and validate the hypothesis.The preliminary hypothesis was explored through the case study method,and then the hypothesis was validated by using the spss software for the data obtained from 161 valid questionnaires.The innovation of this study is divided into two aspects: First,it not only takes the strategic orientation as a moderator of the relationship between EB investment and EB capacity,but also it considers the intermediary role of strategic-oriented regulation of EB capacity in EB investment and corporate performance.Second,according to the stage of investment,the EB investment can be divided into one-time investment and multi-stage investment;According to the composition of investors,it can be divided into independent investment and joint investment and strategic orientation can be divided into three dimensions:customer-oriented,technology-oriented and entrepreneurial orientation.This paper not only studies their modulating effect between different E-B investment types and E-B ability,but also discusses the problem of the strategic-oriented three-dimensional adjustment between the different stages of investment and the composition of different investors...