The Investigation of the Impact of E-Commerce Marketing Capabilities on E-Commerce Performance in Companies Exporting Agricultural and Food Products

This study is mainly aimed to determine the impact of e-commerce marketing capabilities on the performance of e-commerce in companiesexporting agricultural and food products. In terms of the purpose, this research is applied and quantitative, and in terms of the researchmethod, it is a descriptive-survey research. The statistical population of the study consists of all active exporters in the food and agricultureindustries. According to the inquiry of Iran's Trade Promotion Organization and the Union of Producers and Exporters of AgriculturalProducts and Food, it currently has 250 main active members. Therefore, the statistical population consisted of 250 people, and thesample size was selected 210 people based on Cochran's formula and by simple random sampling method. The methods of reviewing existingdocuments, the library method, and the field method were used to collect information and data. The main data collection tool was thequestionnaire of Gregory et al. (2017) with 24 items. The validity of the questionnaire was confirmed as construct validity by confirmatoryfactor analysis, and its reliability was 0.883 and confirmed by Cronbach's alpha. The structural equation modeling and Amos softwarewere used to analyze the data. The findings of the research showed that e-commerce marketing capabilities have a positive and indirect impacton the performance of e-commerce in companies exporting agricultural and food products

کلیدواژه ها:

E-commerce Marketing Capabilities ، E-commerce Performance ، Exporting Companies ، Agricultural Products ، Food