Document Type : Original Article
Authors
1 Master, Department of Business Management, Faculty of Management and Economics, Lorestan University, Khorramabad, iran
2 Full Professor, Department of Business Management, Faculty of Management and Economics, Lorestan University, Khorramabad, iran
3 Assistant Professor, Department of Business Management, Faculty of Management and Economics, Lorestan University, Khorramabad, iran
Abstract
Change exists so that the fittest remain; Therefore, in today's changing world, companies and organizations can taste the sweet taste of success if they have the ability to create strategic value. This issue is more necessary and important for companies active in the field of e-commerce, therefore, the present research was conducted with the aim of identifying the key factors of success in creating strategic value of e-commerce in online businesses. This research is in terms of applied purpose, in terms of nature and descriptive survey method, and in terms of typology, it is among mixed researches with qualitative and quantitative approach. The statistical population of the research is the experts, 30 of whom were selected based on the principle of theoretical adequacy and using the purposeful sampling method. In the qualitative part of the research, the data collection tool is a semi-structured interview, whose validity and reliability were confirmed using the CVR coefficient and intra-coder and inter-coder tests. Also, the data collection tool in the quantitative part is a fuzzy Delphi questionnaire, whose validity and reliability were confirmed using content validity and retesting. In this research, Atlas.ti software and coding method was used for qualitative part and Delphi fuzzy method was used for quantitative part. The results of the research on the ultimate importance of customer orientation, innovation and creativity in production, marketing and advertising, adaptation to new technological developments, quick and online response, flexibility and using SEO strategy in creating It emphasizes the strategic value of e-commerce.
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