The Effect of E-marketing Orientation on E-business Strategy: E-trust as a Mediator

Abstract

This Study aims to explain the relationship between E-marketing Orientations on E-business Strategy, considering E-trust as a Mediator. The study is built upon the positivism philosophy and adopts the deduction method to logically infer the quantitative data. For the sake of this research, the current study follows the quantitative method approach, where a questionnaire is designed to measure the research variables. The target populations are customer Egypt who are considered as the unit of analysis for this study. The sample number in this study is 306 using descriptive analyses, normality testing for the research variables and testing the research hypotheses by applying SEM on SPSS and AMOS software programs. The results are concluded the direct effect of E-marketing orientation dimensions on E-business strategy dimensions excluding E-trust is partially supported.