The role of last mile delivery in the business performance of e-commerce firms
Main Article Content
Abstract
Purpose – E-commerce has become an important factor to help businesses improve business performance in today's volatile business conditions. Along with the development of AI and the optimization of logistics operations, it has contributed to changing the way businesses create value. Therefore, it is very necessary to study the factors affecting business efficiency in the context of digital transformation. Accordingly, the article analyzes the impact of using e-commerce and last mile delivery on business performance under the regulatory impact of AI integration.
Design/methodology/approach – Using survey data collected from 366 enterprises in the Southern Key Economic Region that engage in e-commerce and integrate AI into their business activities, this study employs partial least squares structural equation modeling (PLS SEM) to evaluate the proposed model and test the research hypotheses.
Findings – The findings indicate that e-commerce use and last mile delivery both exert positive effects on business performance. In addition, AI integration positively moderates the relationship between e-commerce use and business performance. However, its moderating effect on the relationship between last mile delivery and business performance is not statistically significant.
Originality/value – The study extends current understanding of digital business performance by revealing that the performance benefits of e-commerce use and last mile delivery are not identical under conditions of AI integration. The findings offer important managerial implications for firms aiming to achieve superior business outcomes.
Keywords
AI integration; Business performance; E-commerce use; Last mile delivery
Article Details
Field of Economic (JEL Codes)
L81 - Retail and Wholesale Trade • e-Commerce - L84 - Personal, Professional, and Business Services - Industry Studies: Services, M19 - Other - Business Administration
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