Research on the Model Construction and Analysis of the Enterprise E-commerce Service Capability

Abstract

The customer-oriented and situational nature of e-commerce requires companies to build up service capabilities. However, few scholars have studied this capability systematically. Most scholars see it as a ‘black box’ and give different 'black box' elements depending on the purpose of the study. So, in the context of e-commerce, what should a company's service capabilities include? How are they formed? What impact do they have on a firm's competitive advantage? How can service capabilities be established and improved? Based on the above background and questions, this paper investigates the service capabilities of e-commerce platforms by applying customer value theory in conjunction with the background characteristics of e-commerce transactions. Through case studies, a conceptual model of e-commerce service capability is proposed and its formation mechanism is studied. On this basis, the paper investigates how to measure e-commerce service capability. The aim is to provide theoretical guidance for enterprises' capability planning on e-commerce platforms and to facilitate the transformation from ‘commodity management’ to ‘capability management’. A combination of probability sampling and non-probability sampling was used to select the sample by distributing questionnaires to manufacturing companies in Taizhou, Hangzhou and Shaoxing, Zhejiang Province. For the mail survey, this study uses a snowball method to select the sample. This paper constructs service capability measurement indexes for e-commerce enterprises based on customer's perception of the transaction process, and uses dynamic factor analysis method to analyze enterprises' e-commerce strategic capability, e-commerce management capability and e-commerce technical resources, thus bringing constructive suggestions for the improvement of e-commerce service capability. The findings show that these three competencies are key components of e-business capabilities and together determine the establishment, cultivation and maintenance of an enterprise's e-business capabilities. Enterprises need to focus on these three areas and continuously modify and improve them to ultimately acquire e-business service capabilities.