Developing the e-commerce competency for entrepreneurship education from a gamified competition

Fierce competition in the global economy has accelerated the evolution of e-commerce and the emergence of digital transformation. It also challenges both industry and higher education. In particular, e-commerce skills have become a critical capability of entrepreneurship education. Based on the dynamic capability theory, this study explores e-commerce competency on the basis of gamified e-commerce competition - the Yahoo E-commerce Idea Competition (ECIC). This paper aims to develop C2C e-commerce competencies and explore how these competencies relate to e-commerce performance. We invited participants from the Yahoo ECIC to participate in our survey. Exploratory factor analysis identified four C2C e-commerce competencies: e-marketing strategy, live streaming, operational management, and strategic planning. Stepwise regression analysis also showed that four e-commerce competencies contribute to e-commerce performance. Our findings provide theoretical and practical contributions to the analysis of gamified EC competition and creation of C2C EC competencies for entrepreneurship education.