فراتحلیلی بر بهره برداری تجارت الکترونیک در عملکرد صادرات شرکت ها (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
امروزه، تجارت الکترونیک یکی از ابزارها و روش های نوین توسعه و گسترش صادرات است؛ بنابراین، درک و استفاده از چنین ابزاری برای ورود شرکت ها به بازارهای خارجی امری حیاتی است. هدف اصلی این تحقیق، بررسی و تحلیل تحقیقات پیشین و ترکیب کمّی نتایج مطالعات در زمینه تأثیر تجارت الکترونیک بر عملکرد صادرات شرکت ها است. به همین منظور، تمامی مطالعاتی که به تحلیل ارتباط بین تجارت الکترونیک و عملکرد صادرات پرداخته اند، مورد بررسی قرار گرفتند. در این پژوهش، با استفاده از رویکرد فراتحلیل چند سطحی، مطالعات با استفاده از مدل پریزما از میان مقالات منتشرشده در بازه زمانی ژانویه 2000 تا نوامبر 2023 غربالگری شدند. داده های 27 مطالعه منتخب برای محاسبه اندازه اثر دسته بندی و با استفاده از نرم افزار CMA نسخه 2 تجزیه وتحلیل شدند. یافته ها، با تکیه بر معیار تفسیر کوهن، نشان می دهند که اندازه اثر کل مثبت و متوسط بوده و تأیید می کند که تجارت الکترونیک می تواند یک منبع راهبردی برای دستیابی به مزیت رقابتی در بازارهای بین المللی عمل کند. نتایج همچنین نشان می دهد که عوامل دیگری نظیر ماهیت کالا، نوع صنعت، اندازه شرکت، تجربه صادراتی و بهره وری نیروی انسانی نیز در موفقیت صادرات تأثیرگذارند. این مطالعه تأکید می کند که صرف وجود بستر تجارت الکترونیک برای افزایش صادرات کافی نیست و باید با سایر عوامل ترکیب شود. به طورکلی، این تحقیق اطلاعات ارزشمندی را برای تصمیم گیری های آگاهانه در حوزه تجارت الکترونیک صادراتی برای کسب و کارها ارائه می دهد.A meta-analysis on the impact of e-commerce on companies' export performance
Introduction
Today, experts are focusing on increasing global exports as a key strategy to maximize global transactions. In order to achieve this, it is important to utilize effective methods and tools, with e-commerce being recognized as a fundamental tool. Therefore, it has become crucial for companies to comprehend the utilization of such methods to enter foreign markets. In this regard, the objective of this study is to review and analyze previous research on the impact of e-commerce on export development.
Methodology
In this study, a robust analytical approach known as meta-analysis is employed to synthesize the research findings from multiple studies. Data for this research was systematically collected using the multilevel meta-analysis approach from studies published between 2000 and 2023. The collected data was then analyzed using CMA2 software. First, for each study at the first level, all the collected statistics used to calculate the effect size were converted into partial correlation coefficients using CMA2 software. Then, in the second level of meta-analysis, these partial correlation coefficients were aggregated to obtain the final total effect size. The objective is to derive a more comprehensive and dependable estimation of the actual impact of e-commerce on exports. Through this meta-analysis, we provide precise estimates of the specific association between e-commerce and export performance, enhancing statistical power and systematically quantifying the relationships. Moreover, the study offers valuable insights into average effects and the moderating effects of contextual variables. This research rigorously examines the correlations within individual studies by conducting meta-analysis.
Results and Discussion
A total of 720 studies were identified from reputable foreign and domestic scientific databases, covering the period from January 2000 to November 2023. Out of these, 43 studies met the predetermined inclusion criteria and were included in the final analysis. Due to variations in the sample types across the articles, the data was categorized into two levels: country (16 articles) and company (27 articles). For this study, the final sample consisted of 27 independent studies, encompassing a total of 11,876 companies and yielding 83 correlation coefficients.The findings of the selected studies were categorized based on various factors such as author, year of publication, field of study, time period, sample size, independent variables, and the necessary statistics to calculate the effect size. Considering the resulting overall effect size, it can be classified as a moderate effect size. This indicates that the relationship between e-commerce and exporting at the firm level is not direct. In light of this, this study supports the notion that a mediation approach should be employed to fully comprehend the relationship between e-commerce and exporting. Therefore, the identified studies were analyzed based on various data points, including the time period, industry type, export experience, workforce skill and productivity, and company size. The studies conducted in different time periods (2000s, 2010s, 2020s) indicate a positive and statistically significant correlation between e-commerce and exports in the 1990s, 2000s, and 2010s. Over time, this correlation has strengthened. Moreover, a positive and significant correlation was observed across all industries examined, including agriculture and food, textile, service, pharmaceutical and healthcare, energy and utilities, and other industries, with the exception of the furniture and home decor industry. Additionally, the three variables of export experience, workforce skill and productivity, and company size also exhibited a positive and significant impact on export e-commerce.
Conclusion
Although, it is widely acknowledged that export e-commerce is crucial for business success, the impact of e-commerce on firm performance has been a subject of extensive theoretical debate in management and, more recently, in export science. Empirical findings on the nature and direction of the relationship between e-commerce and the export performance of businesses have been inconsistent and fragmented. This article aims to investigate the effect of e-commerce on companies' exports by conducting a systematic literature review, employing the prisma model. Through the synthesis of previous research and analysis of moderators, this study seeks to uncover the true relationship between these two variables. According to Cohen's interpretation criteria, the overall effect size obtained was significant, positive and medium. The effect size demonstrates that e-commerce serves as a strategic means to attain a competitive edge in global markets, leading to enhanced performance for the company. Nonetheless, it is important to note that the mere presence of this platform does not directly result in increased exports. Multiple factors, including industry type, company size, export experience, and human resource productivity, play a significant role in determining the nature of this correlation.
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