The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage
Abstract
:1. Introduction
2. Theoretical Background
2.1. Market Orientation
2.2. Marketing Innovation
2.3. Sustainable Competitive Advantage
2.4. Performance
3. Research Method and Procedure
3.1. Research Model and Hypotheses
3.2. Measurement Tools
3.3. Data Collection and Analysis
4. Research Findings and Discussions
4.1. Demographic Characteristics of Research Subjects
4.2. Reliability and Validity Test
4.3. Confirmatory Factor Analysis
4.4. Research Hypothesis Testing
5. Conclusions
Author Contributions
Funding
Conflicts of Interest
References
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Variables | Items | Eigenvalues | Component | Variance | Cronbach’s α | |
---|---|---|---|---|---|---|
Cultural market orientation | Consumer orientation | - Sharing economy services should reflect customer responses to service development. | 2.353 | 0.827 | 16.918 | 0.733 |
- Sharing economy services should link customer information with service development. | 0.826 | |||||
- In sharing economy services, understanding customer needs are important as a competitive factor. | 0.777 | |||||
Competitive orientation | - Sharing economy services need to understand and share competitors’ strategies. | 2.338 | 0.879 | 14.656 | 0.822 | |
- Sharing economy services should attach great importance to competitors’ strengths and weaknesses and reflect them in the service. | 0.853 | |||||
- Sharing economy services should reflect the strategic behavior of competitors. | 0.845 | |||||
Functional coordination | - Sharing economy services should promptly adjust differences in opinions between service and user. | 1.783 | 0.878 | 11.686 | 0.813 | |
- Sharing economy services should share the value and experience information between service and user. | 0.848 | |||||
- Sharing economy services should establish policies between service and user. | 0.833 | |||||
Behavioral market orientation | Market information generation | - Sharing economy services should make continuous efforts to identify the potential desires of users. | 3.005 | 0.848 | 11.063 | 0.82 |
- Sharing economy services should reflect users’ desires that cannot be expressed in service development. | 0.803 | |||||
- Sharing economy services should make efforts to find opportunities in the attribute that users have difficulty expressing it. | 0.801 | |||||
- Sharing economy services should always think about new trends regarding user’s service preferences. | 0.771 | |||||
Market information exchange | - Sharing economy services should freely share information on success/failure cases about shared value service. | 2.066 | 0.856 | 10.115 | 0.743 | |
- Sharing economy services should always monitor the level of information that satisfies users’ desire. | 0.823 | |||||
- Sharing economy services need to improve products/ services suitable for the market. | 0.761 | |||||
Response to market information | - Sharing economy services should measure user satisfaction systematically and regularly. | 1.956 | 0.89 | 8.005 | 0.828 | |
- Sharing economy services should either rapidly reestablish or adjust strategies when the market changes. | 0.889 | |||||
- Sharing economy services should rapidly perform strategic alternatives according to environmental changes. | 0.807 |
Variables | Items | Eigenvalues | Component | variance | Cronbach’s α | |
---|---|---|---|---|---|---|
Marketing innovation | Product (service) innovation | - Sharing economy services should actively present innovative new product ideas. | 2.486 | 0.808 | 35.509 | 0.82 |
- Sharing economy services should respond quickly to market demands. | 0.772 | |||||
- Sharing economy services should actively develop new products (services). | 0.753 | |||||
- Sharing economy services should actively embrace user-centered pricing policies. | 0.614 | |||||
Communication innovation | - Sharing economy services should have an active promotion that can express the value. | 2.211 | 0.834 | 31.582 | 0.772 | |
- Sharing economy services should integrate various distribution channels for users to easily access them. | 0.817 | |||||
- Sharing economy services should have horizontal communication with consumers. | 0.638 |
Variables | Items | Eigenvalues | Component | Variance | Cronbach’s α |
---|---|---|---|---|---|
Sustainable competitive advantage | - Sharing economy services should continuously have resources that can give them a competitive advantage in the market. | 2.156 | 0.864 | 35.941 | 0.81 |
- Sharing economy services should develop the factors of competitive advantage so that competitors cannot easily imitate. | 0.851 | ||||
- The competitive advantage of sharing economy services should be sustained in the market. | 0.839 | ||||
Performance | - Sharing economy services should have higher market share than competitors. | 2.154 | 0.85 | 35.904 | 0.787 |
- Sharing economy services should provide better value than competitors. | 0.837 | ||||
- Sharing economy services should have better brand image than competitors. | 0.825 |
Measurement Item | Unstandardized Coefficient | Standardized Coefficient | SE | CR | Construct Reliability | AVE |
---|---|---|---|---|---|---|
Cultural Market Orientation | ||||||
Consumer orientation | ||||||
1 | 1.000 | 0.688 | - | - | 0.775 | 0.680 |
2 | 0.998 | 0.833 | 0.057 | 19.066 | ||
3 | 0.841 | 0.776 | 0.045 | 15.286 | ||
Competitive orientation | ||||||
1 | 1.000 | 0.787 | - | - | 0.907 | 0.714 |
2 | 0.908 | 0.810 | 0.043 | 14.590 | ||
3 | 0.884 | 0.750 | 0.037 | 11.575 | ||
Functional coordination | ||||||
1 | 1.000 | 0.778 | - | - | 0.857 | 0.707 |
2 | 0.894 | 0.772 | 0.046 | 15.484 | ||
3 | 0.851 | 0.776 | 0.035 | 11.742 | ||
Behavioral Market Orientation | ||||||
Market information generation | ||||||
1 | 1.000 | 0.782 | - | - | 0.884 | 0.769 |
2 | 0.890 | 0.728 | 0.062 | 15.706 | ||
3 | 0.879 | 0.713 | 0.043 | 10.957 | ||
4 | 0.819 | 0.763 | 0.033 | 8.329 | ||
Market information exchange | ||||||
1 | 1.000 | 0.796 | - | - | 0.779 | 0.666 |
2 | 0.860 | 0.763 | 0.064 | 20.123 | ||
3 | 0.710 | 0.752 | 0.040 | 13.594 | ||
Response to market information | ||||||
1 | 1.000 | 0.713 | - | - | 0.916 | 0.695 |
2 | 0.992 | 0.781 | 0.049 | 16.441 | ||
3 | 0.767 | 0.807 | 0.027 | 9.133 | ||
Marketing Innovation | ||||||
Product innovation | ||||||
1 | 1.000 | 0.772 | - | - | 0.878 | 0.781 |
2 | 0.951 | 0.823 | 0.056 | 14.175 | ||
3 | 0.792 | 0.778 | 0.052 | 13.191 | ||
4 | 0.745 | 0.775 | 0.030 | 7.567 | ||
Communication innovation | ||||||
1 | 1.000 | 0.805 | - | - | 0.796 | 0.685 |
2 | 0.959 | 0.789 | 0.054 | 18.302 | ||
3 | 0.785 | 0.794 | 0.038 | 12.896 | ||
Sustainable Competitive Advantage | ||||||
1 | 1.000 | 0.794 | - | - | 0.854 | 0.713 |
2 | 0.956 | 0.856 | 0.044 | 14.739 | ||
3 | 0.917 | 0.797 | 0.038 | 12.783 | ||
Performance | ||||||
1 | 1.000 | 0.866 | - | - | 0.811 | 0.779 |
2 | 0.969 | 0.809 | 0.066 | 16.569 | ||
3 | 0.864 | 0.826 | 0.045 | 11.255 | ||
4 | 0.724 | 0.749 | 0.041 | 10.419 |
Type | Pathway | Estimate | SE | CR | p-Value | Result | ||
---|---|---|---|---|---|---|---|---|
H1-1-1 | Consumer orientation | → | Product innovation | 0.313 | 0.070 | 4.453 | 0.000 | Accept |
H1-1-2 | Competitive orientation | → | Product innovation | 0.070 | 0.068 | 1.036 | 0.301 | Reject |
H1-1-3 | Functional coordination | → | Product innovation | 0.188 | 0.073 | 2.582 | 0.010 | Accept |
H1-2-1 | Consumer orientation | → | Communication innovation | 0.003 | 0.068 | 0.041 | 0.967 | Reject |
H1-2-2 | Competitive orientation | → | Communication innovation | 0.266 | 0.066 | 4.035 | 0.000 | Accept |
H1-2-3 | Functional coordination | → | Communication innovation | 0.337 | 0.071 | 4.769 | 0.000 | Accept |
H1-3-1 | Market information generation | → | Product innovation | 0.429 | 0.073 | 5.883 | 0.000 | Accept |
H1-3-2 | Market information exchange | → | Product innovation | 0.092 | 0.071 | 1.296 | 0.196 | Reject |
H1-3-3 | Response to market information | → | Product innovation | 0.346 | 0.071 | 4.893 | 0.000 | Accept |
H1-4-1 | Market information generation | → | Communication innovation | 0.002 | 0.078 | 0.022 | 0.982 | Reject |
H1-4-2 | Market information exchange | → | Communication innovation | 0.413 | 0.076 | 5.457 | 0.000 | Accept |
H1-4-3 | Response to market information | → | Communication innovation | 0.216 | 0.075 | 2.862 | 0.005 | Accept |
H2-1 | Product innovation | → | Sustainable competitive advantage | 0.490 | 0.046 | 10.579 | 0.000 | Accept |
H2-2 | Communication innovation | → | Sustainable competitive advantage | 0.382 | 0.046 | 8.240 | 0.000 | Accept |
H3 | Sustainable competitive advantage | → | Performance | 0.638 | 0.045 | 14.031 | 0.000 | Accept |
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Na, Y.K.; Kang, S.; Jeong, H.Y. The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage. Sustainability 2019, 11, 729. https://doi.org/10.3390/su11030729
Na YK, Kang S, Jeong HY. The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage. Sustainability. 2019; 11(3):729. https://doi.org/10.3390/su11030729
Chicago/Turabian StyleNa, Youn Kue, Sungmin Kang, and Hye Yeon Jeong. 2019. "The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage" Sustainability 11, no. 3: 729. https://doi.org/10.3390/su11030729