The Impact of Innovation, Performance, and E-Commerce Development in the Online Shop on Online Marketing: A Case Study in the Industry

Background and objective: Today, online business flows are considered one of the most important subjects of empirical studies. Therefore, investigating the influence of factors, such as innovation, organizational performance and e-commerce on online marketing will be extremely important in online marketing. For this purpose, a conceptual model has been presented to investigate the impact of innovation, performance, and e-commerce in the development of online shops, which has been conducted using structural equations modeling (SEM) and LISREL software. According to the research objective, the main contribution of the current study is developing a model that illustrate the effect of online marketing in providing an efficient framework for controlling the performance of companies. Then, we demonstrated that online marketing is important for companies, primarily in e-commerce, to face marketing challenges and gain a competitive advantage in the online environment. Method: To examine and analyze the interrelationship among influencing factors, DIGIKALA Company, the largest online retail store in Iran, was determined as a case study. Subsequently, a sample of 178 managers of this company was selected for the survey. Then, statistical analyses based on t-test, p-value, and calculation of measurement errors, such as RMSEA, have been calculated for the effects of the factors. Findings: According to the results, the key components affecting the objective of the study were identified, and the final model was developed. According to the results, innovation, with a coefficient of 0.91, and performance, with a coefficient of 0.54, play significant roles in online marketing. Nevertheless, ecommerce, with a coefficient of 0.28, doesn't have a a significant effect on online marketing. Furthermore, using the path analysis model, their indirect effects on the dependent variable and the direct effects of influencing variables on the dependent variable were analyzed. Conclusion: Therefore, current research has a critical role in strategic decision-making for businesses operating in the digital landscape. Managers should recognize that fostering innovation, optimizing performance metrics, and continuously evolving e-commerce platforms are essential for staying competitive in the online market.