From Capability to Performance: A Moderated-Mediation Model of Competitiveness in E-Commerce Enterprises

Purpose: This study examines the impact of technological capability, organizational capability, and business envi-ronment on e-commerce business performance. It highlights the mediating role of competitiveness and the moderat-ing influence of the business environment, offering a comprehensive perspective on their interactions. Design/methodology/approach: A quantitative approach using Structural Equation Modeling (SEM) was applied to data from 398 e-commerce enterprises in Vietnam. This method captures direct, mediated, and moderated effects, revealing how businesses leverage internal capabilities and external conditions to drive performance. Findings: The results indicate that technological and organizational capabilities enhance competitiveness, which in turn significantly boosts business performance. The business environment strengthens the relationship between technological capability and competitiveness while weakening the link between organizational capability and competitiveness. Competitiveness acts as a key mediator, amplifying the impact of internal capabilities on success. Research limitations/implications: This study extends the TOE framework by integrating competitiveness as a mediator and the business environment as a moderator. However, its cross-sectional design limits causal inference, and self-reported data may introduce bias. The findings, drawn from Ho Chi Minh City, may not generalize to other contexts. Future studies should apply longitudinal designs, use mixed methods, and test the model in diverse settings. Originality/value: By identifying competitiveness as a key mediator and the business environment as a moderator, this study uncovers new pathways for strengthening e-commerce performance in emerging digital markets.