Investigating the effect of organizational culture and dynamic capabilities on organizational performance with regard to the role of e-commerce acceptance

Subject Areas : Marketing

Sepideh Khalafi ¹ , Elham Akbari ²

1 - Department of Accounting and Finance, Iranian Institute of Electronic Higher Education, Tehran, Iran
2 - Department of Accounting and Finance, Iranian Institute of Electronic Higher Education, Tehran, Iran

Received: 2022-01-24 Accepted : 2022-05-30 Published : 2023-03-21

Keywords: Organizational Culture, Dynamic Capabilities, e-marketing acceptance and organizational performance,

Abstract :

The aim of this study was to investigate the effect of organizational culture and dynamic capabilities on the performance of technology companies in Tehran with regard to the mediating role of e-marketing acceptance. This research is a descriptive survey in terms of applied purpose and in terms of data collection method and testing of research hypotheses. The statistical population of the study included 186 technology companies located in Tehran Science and Technology Park that 123 technology companies were selected as a statistical sample by non-probability sampling method available and Morgan table. In order to operationalize the variables and collect research data, the standard Lee and Ng (2020) questionnaire was used. In order to evaluate the validity of the face-to-face method and the reliability of the questionnaire, the Cronbach's alpha coefficient test method was used. Structural equation modeling and smartPLS2 software were used to test the research hypotheses. Findings showed that organizational culture and dynamic capabilities have a positive and significant effect on e-marketing acceptance and organizational performance. Also, the effect of e-marketing acceptance on organizational performance was observed positively and significantly. In the end, according to the test results, hypotheses, suggestions and practical solutions were proposed.