Vol. 2, Issue 8 (2015)
The Mediating Effect of E-Commerce on the Relationship between Innovation Orientation and Competitive Advantage
Author(s): Laith Alrubaiee, Ra'ed Hanandeh, Mahmood Al Jubouri, Mohammad Al-Khawaldeh
Abstract: The purpose of this study is to explore the relationship between Innovation Orientation, E-Commerce and Competitive Advantage. More specifically, the main objective of the study is to investigate the mediating effect of E-Commerce. The proposed model was tested on data were obtain through survey conducted on managers of Jordanian electronic companies in Amman- Jordan. Path analysis using SPSS- AMOS 20 was conducted to verify the reliability and validity of the multi-item scales and to test the hypothesized relationships. However, the findings confirm a positive and strong effect of Innovation Orientation on E-Commerce and Competitive Advantage. Result also indicates a positive effect of E-Commerce on Competitive Advantage. In addition, the results provide evidence of the mediating effect of E-Commerce on the relationship between Innovation Orientation and Competitive Advantage. The findings contribute to understanding the relationship between Innovation Orientation, E-Commerce and Competitive Advantage.