A Business Sustainability Model for the E-Commerce Industry in Thailand
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Abstract
This research aimed to (1) study the direct and indirect influences of organizational resilience, organizational innovation, and organizational performance on business sustainability in the e-commerce industry in Thailand, and (2) develop a business sustainability model for the Thai e-commerce industry. A quantitative research method was used. The sample consisted of 500 e-commerce business entrepreneurs. The sampling method used was multi-stage sampling under the principle of probability sampling. The research instrument was an online questionnaire. Data analysis utilized the structural equation modeling technique via the SmartPLS program. The research findings revealed that organizational performance had the highest direct influence on business sustainability, especially in the customer dimension, which had the highest predictive power, followed by the financial, internal process, and learning and growth dimensions. Furthermore, organizational resilience and organizational innovation had indirect effects on business sustainability through organizational performance. Organizational performance functioned as a partial mediating variable between the two causal factors and business sustainability. The developed causal relationship model could explain 80.8% of the variance in business sustainability, indicating the model’s effectiveness in predicting e-commerce business sustainability in Thailand.
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