Modeling E-Commerce of Digikala Company in Pandemic Corona Outbreak

With the spread of the global coronavirus and the loss of traditional businesses, many businesses around the world have focused on selling and providing their services online. Digikala Company is also trying to provide services to all compatriots throughout Iran, as in previous waves of the epidemic. The purpose of this study is to investigate the impact of pandemic on the business of Digikala Company and its modeling.

The statistical population of this research is large-scale retail companies in Iran, and Digikala Company has been selected as one of the most important retail companies in Iran as a statistical sample using available sampling method. The data collection of the research variables has been done based on the performance of the Digikala company during the Corona era. Statistical data analysis is done using SPSS26 software. In the inferential statistics section, one-sample t-test using the bootstrap method is used. The bootstrap method is used when the sample size is very small and the distribution of the data is not clear (Farbad et al., 2019) and also from the two-sample t-test to compare the components of e-commerce identified, which include the components of demand and human resources, sales center and volume. Transactions before and after Corona, the Friedman test, which is a non-parametric test, is used to rank the components. The validity of the proposed e-commerce model of DigiKala company is checked using the method of variance-oriented structural equations or partial least squares, which is based on the bootstrap method, in SMARTPLS3.3.3 software.

A one- sample  Bootstrap t-test was used to identify the factors affecting e-commerce in this company and a conceptual model including operating force absorption, processing, sales centers and the number of transactions of goods affecting e-commerce was proposed. The validity and reliability of the model were confirmed by combined Cronbach's alpha criteria, mean of variance square and convergence validity. Finally, the number 0.89 for the goodness index confirmed the adequacy fit of the proposed model.

Due to the corona epidemic conditions, online businesses such as Digikala Company, by considering the influential variables in e-commerce, have succeeded in attracting more power, higher transaction and more revenue in this field, which the research also shows that Is the subject. Structures affecting e-commerce in Digikala during the Corona era along with the impact of the influencing variables were identified and evaluated using the t-test and Friedman's test using the bootstrap method. Finally, according to the highest importance factor, the structure of the sales center was prioritized. After identifying the components, the validity and reliability of the proposed model was checked by the variance-based structural equation test, so that the goodness of fit criterion confirmed the appropriate fit of the model, and the root mean common variance and composite reliability indicators confirmed the validity and reliability of the model.Due to the damage of Corona to businesses, many companies have been forced to downsize their organization and reduce and adjust their human resources, but according to the research conceptual model and the variables examined in the research of many large internet businesses in the world. Like Amazon and Ebay, and including the Digikala company, have prospered in Iran, so that they have faced the increasing demand from their customers.Therefore, to meet the needs of its customers, Digikala not only did not reduce the workforce, but also had to recruit and recruit human resources; On the other hand, due to this increase in the volume of demand, the company has increased its relationship with the sales centers in order to supply its customers' goods and send them, this has caused the amount of financial transactions of this company to grow dramatically, in such a way that it is forced to develop and to expand its hardware and software infrastructures. that the analyzes carried out also show this importance.Considering the current conditions of the society and the increasing growth of technology in the global arena, for further investigation in the future, in addition to the above variables, we can examine other variables such as: the level of access of people in the society to computers or smart systems, the level of Internet literacy of the society (web and related software), the effect of internet speed, the variety of services and products, speeding up transportation, examining the competitive advantage of the company in the field of online payment business, and according to the findings and results of the analysis, solutions and suggestions for prosperity and improvement and provided the development of this organization. It is also suggested that the variable of Internet access and other variables forming demand can be proposed in future studies as variables of new research and as innovation of the model.