The analysis of the role of the electronic commerce application in entrepreneurial opportunity recognition with the mediation of entrepreneurial organizational culture

The daily increment of competition intensity in automotive industry has caused that the governing companies move towards identification, exploration and creation of new developmental opportunities in the industry. Electronic commerce application can be one of the effective and significant factors in entrepreneurial opportunity recognition in automotive industry. On the basis of this and regarding to the importance of the subject in the automotive industry, the objective of this research is the analysis of the role of electronic commerce application in entrepreneurial opportunity recognition with the mediation of entrepreneurial organizational culture. The research methodology is descriptive and of a correlation type. The study is based on the structural equation modeling. For the calculation of the model, a questionnaire has been developed. The content validity of the questionnaire was verified by the relevant experts; moreover, structural validity was analyzed using Confirmatory Factor Analysis (CFA). In the process of the study of reliability, the Alpha has been found to be 0.93. The statistical sampling is 217 of the employees. In the process of sampling, a random stratified sampling is used. The results of this research has shown that the electronic commerce application has a positive, direct and meaningful effect on the entrepreneurial organizational culture; but, has no effect on the entrepreneurial opportunity recognition. In addition, entrepreneurial organizational culture cannot play a mediation role between the electronic commerce application and the entrepreneurial opportunity recognition.