THE IMPACT OF DIGITAL STRATEGY ON E-COMMERCE SERVICES: ANALYSIS AND PERSPECTIVES IN ONLINE SMALL AND MEDIUM ENTERPRISES (SMES)

被引：0
|
作者：
Bednarova, Marketa [1 ]
Oklestkova, Sara [1 ]
机构：
[1] Brno Univ Technol, Fac Business & Management, Brno, Czech Republic
来源：
AD ALTA-JOURNAL OF INTERDISCIPLINARY RESEARCH | 2024年 / 14卷 / 01期
关键词：
Digital strategy; e-commerce; online SMEs; artificial intelligence; personalization; sustainability; shopping behavior;
D O I：
暂无
中图分类号：
O [数理科学和化学]; P [天文学、地球科学]; Q [生物科学]; N [自然科学总论];
学科分类号：
07 ; 0710 ; 09 ;
摘要：
This article focuses on analyzing the impact of digital strategy on ecommerce services, with an emphasis on online small and medium enterprises (SMEs), through expert systematic literature review. In the context of the growing ecommerce environment, the study aims to explore how digital strategy shapes service provision and transforms customer experiences. The main focus is on the analysis of specific aspects, including the use of artificial intelligence (AI) for personalizing customer experiences, the effectiveness of these personalization strategies, and their impact on purchasing behavior. Finally, the article looks towards the future, predicting possible trends in the field of service personalization using digital strategy. This scientific article provides a fresh perspective on the digital transformation of ecommerce and offers valuable insights for future innovations in online small and medium enterprises.
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页码：17 / 20
页数：4
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