ROLE OF E-COMMERCE MATURITY AND E-COMMERCE ADOPTION TOWARDS E-COMMERCE PERFORMANCE: AN EVIDENCE FROM CREATIVE INDUSTRY OF INDONESIA

Abstract

In the recent decade, practitioners and researchers have paid close attention to e-commerce. In this regard, most studies have focused on the effect of e-commerce adoption on an organisation's e-commerce performance. However, this line of research falls short in explaining how e-commerce maturity affects e-commerce performance. As such, this study examines and clarifies E-Commerce Maturity and E-commerce adoption as the cause for the focus of Indonesian Creative Industry business visionaries at COVID-19 in Indonesia. Previous research has not established which variable has the most impact on improving company performance. This study gathered data from 383 respondents who owned resourceful creative businesses and utilised the concept of E-Commerce using a cluster random sampling technique. The data were quantitatively evaluated using the AMOS programme utilising the structural equation modelling (SEM) technique. This study discovered a positive and significant direct effect of e-commerce adoption on e-commerce performance. Additionally, e-commerce maturity considerably impacts e-commerce success, exerting a more substantial influence than e-commerce adoption. Further, the study discusses numerous implications for theory and practice.