پژوهشهای مدیریت عمومی (Sep 2023)
Identifying Factors Affecting the Adoption of E-Commerce Using Data Mining Techniques in the Studied Companies in Chabahar
Abstract
Extended AbstractAbstractCurrently, electronic commerce is used in many countries in order to reduce the additional costs of commercial operations. In Iran, the expansion of economic activities, communication with foreign countries and the growth of the use of electronic devices have pushed small and medium-sized companies to make more use of e-commerce in their company. The importance of using e-commerce is not only effective in many items of companies' growth, but also reduces the cost of information preparation and information processing and application. One of the important issues in scientific research that aims to expand wealth and progress for small and medium-sized companies is to identify the factors influencing the acceptance of e-commerce in these companies using data mining techniques. In this research, while examining the theoretical foundations of the research, the effective factors on e-commerce have been investigated using the library and field research method and with a case study on some companies located in Chabahar city. In this regard, 268 managers, experts and employees of 36 small and medium companies in Chabahar city have been studied. The findings indicate that the four organizational, environmental, technological and ethical factors have a direct effect on the acceptance of e-commerce.IntroductionToday, small and medium-sized enterprises (SME) that have fully implemented e-commerce in their business operations grow faster than any other company. Therefore, the adoption of e-commerce is one of the innovative tools that a business can use to remain competitive in the era of rapid technological developments. The process of e-commerce adoption requires the analysis of online customer decision-making processes from a comprehensive perspective (e-trust and satisfaction), which can have a correct understanding of the complex and dynamic phenomena of trust in online changes. Although consumers mostly treat Facebook and Instagram, and virtual pages in general, as entertainment or content environments, the main challenge for companies is to establish this environment as sales or business. Deploying online social networks for sales activities is commonly referred to as social business. Most researchers and practitioners believe that social business is in its early stages because many companies do not demonstrate success and profitable activities in online social networks. This is mainly due to the perception and attitude of consumers towards the environment as well as behavioral habits.In order to achieve the goals of this research, which is to investigate the factors affecting the acceptance of e-commerce factors, organizational factors, environmental factors, technological factors, and ethical factors will be studied and investigated. Each of these factors separately can have an effect on the growth and positive and negative change process of a company or organization.Case studyIn order to use data mining tools and algorithms, a data set that can be interpreted by a computer is needed. In this regard, 268 employees of 36 small and medium companies in Chabahar city were selected as a sample. A questionnaire was used to collect the data required for this research. Based on the data of the questionnaire, 20 effective factors in the acceptance rate of e-commerce were extracted.Theoretical frameworkDespite the increasing number of companies in various industries such as banking, education, trade and tourism, etc., they have improved their services by using technology in the process of providing their services. Technology integration in services is very common. However, very little scientific research has been done to investigate its effective factors. Therefore, this article tries to perform accurate analyzes on the stored data about e-commerce by using data mining techniques, and by extracting the hidden patterns in the data, it helps the managers of the companies to identify the factors affecting The integration of technology will help.MethodologyTo conduct this research, 268 managers, experts and employees of 36 small and medium companies in Chabahar city have been studied and FP-Growth algorithm, which is better than most pattern mining algorithms such as Apriori, has been used to extract patterns. Rapidminer data mining software was used for data analysis.Discussion and resultsConsidering the importance of e-commerce, it is necessary to provide solutions to identify its influencing factors. Therefore, in this article, by analyzing the data related to the questionnaires, a system was designed to identify the influencing factors of the use of e-commerce. The results of the evaluations show factors such as: compatibility, comparative advantage, correct planning for the establishment and development of business, compatibility with organizational processes and infrastructure, the existence of basic knowledge and sufficient technical skills, trust building, convenient and simple use of business. E-commerce, the rate and speed of competitors' response, the existence of privacy protection laws and laws to fight Internet crimes and the understanding of increasing profitability are factors influencing the acceptance of e-commerce by small and medium-sized enterprises. These patterns can be a great help to the relevant officials to identify the influencing factors of e-commerce and increase branding and income of companies.Result By using the model presented in this research, a system can be designed to identify the influencing factors of technology integration. In addition, the results of the predictions made by the mentioned system and the discovery of hidden patterns in the data can help managers to use e-commerce as best as possible. Also, e-commerce applications provide the ability of small and medium enterprises to compete with larger organizations and also at the international level.
Keywords
