The relationship between electronic commerce and operating performance and entrepreneurship tendency: Bursa Hans Region example

The growing importance of electronic commerce has led to significant transformations not only in marketing and sales processes but also in entrepreneurship approaches and performance levels. The digitalization of commercial activities provides businesses with access to broader markets and increased competitiveness, while simultaneously fostering entrepreneurial tendencies such as innovation and opportunity evaluation. Businesses that do not adopt electronic commerce are considered to be at a disadvantage in these areas, which may limit their entrepreneurial potential and overall performance. The primary aim of this study is to examine the relationship between electronic commerce, business performance, and entrepreneurial tendency. The research focuses on enterprises operating in the Hanlar Region within the borders of Bursa, Turkey. Data were collected through face-to-face survey methods. A total of 298 enterprises participated in the study, of which 143 were engaged in electronic commerce, while 155 were not. Statistical analyses including normality testing, regression, and correlation analysis were performed using SPSS v27.0 (IBM). To test the study's hypotheses, the performance levels of the 143 enterprises involved in electronic commerce were evaluated. Additionally, the business performance of enterprises not engaged in electronic commerce was compared to those that were. Within the scope of the study, a comparative analysis was conducted between electronic and non-electronic commerce enterprises. Cronbach's Alpha values were found to be above 0.80 in the reliability tests, indicating high internal consistency and confirming the reliability of the questionnaire forms used. The results of the study revealed a significant relationship between electronic commerce, business performance, and entrepreneurial tendency. Regression analysis showed that electronic commerce has a statistically significant and positive effect on both performance and entrepreneurial orientation. Another key finding is that the performance levels of both electronic and non-electronic commerce enterprises were generally high. However, enterprises engaged in electronic commerce demonstrated higher performance levels than those that were not. These findings are expected to provide useful guidance to business owners operating in the region.