Exploring paths between web adoption and firm performance: The mediating effect of customer satisfaction, corporate image, market expansion and internal efficiency

Abstract

This paper examines the effect of the different levels of web adoption on firm performance. We propose and test a model integrating one direct path and four indirect paths between levels of web adoption and firm performance. These four indirect paths take into account customer satisfaction, corporate image, market expansion and internal efficiency as intermediate factors. Data were collected from 159 European and American firms operating in the fashion industry. Results suggest that a higher level of web adoption promotes better overall firm performance when the relation is mediated by the aforementioned intermediate factors.

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