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2.5 Gaps
Thus, the measurement dimensions of marketing performance built in this study are: the accounting performance indicators, customer value indicators, competition results indicators, product innovation indicators and marketing assets indicators.
Based on the previous researches on the relationship between e-commerce and enterprise performance, it can be found that there are two issues, namely, there is a lack of intermediate variables, which has separated the impact of other factors on performance, it simply studies the relationship between e-business applications and enterprise performance, it does not take into account other variables which is likely to interfere with this relationship. The other is, the lagged research methods influence the tightness of researches on the relationship between e-business applications and enterprise performance. This study selects marketing capability as intermediate variables for discussion in the study. At the same time, in terms of the return of marketing performance for the investment for e-commerce applications, it can both reflect the short-term gains, but also be on behalf of company's future earning potential. Therefore, it is selected as the dependent variable in this study. This study uses structural equation model approach to explore how e-commerce has an impact on enterprise performance by affecting marketing capability.
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