E-Tailer Success Factors: an Investigation of the Relationship Between Resources, Competitiveness and Performance

In the 21 century, retailing is an important part of the economy. E-tailers are an emerging innovativeaspect of retailing. With e-tailers, geographic boundaries are eliminated and a wider range of services can beprovided to consumers. Parallel to these developments, the number of competitors in the e-tailers sector isincreasing and the sector is in a more rigorous competitive environment. The secret to being successful in thismarket, where stronger can survive, is difference from traditional business at some point. The success factorsof e-tailers need to be handled separately for reasons such as cost structures being different and being totallytechnology-oriented. In this study, success factors that affect the performance of e-retailers are examined. Etailperformance in research; organizational learning is explained by inimatibility and core competencies. Inaddition, internet marketing involvement and competition intensity are considered as control variables. In theresearch model, it is assumed that there is a relationship between resources and market power, market powerand performance. The data of the research was collected through online questionnaire from the universitystudents and staff selected by easy sampling. The research model was tested with structural equation modeling.As a result of the research, it has been determined that organizational learning and basic competencies affectthe market power. The original contribution obtained with this study is to show that the determinants ofperformance for e-tailers are the resources they have. The limitations of the research are that it cannot begeneralized to large masses due to the sample. In addition, the premium pricing of e-tailers selected forperformance measurement made it difficult to obtain an objective finding, because it was perceived as asubjective expression that varies according to personal preferences. In future studies, it is recommended thatthe use of price satisfaction related to the performance of e-tailers.