Organizational Culture Mediate Between E-Commerce Adoption and Hotel Performance

Abstract

Global organizations can go on the information highway and dramatically improve the way business interactions by using E-commerce. This situation and demands force each organization to change, to abridge the gap in environmental changes that take place. One of those who get the full benefits of E-commerce is the hotel industry. The full potential of values brought about by E-commerce in Malaysia is unable to realize. This paper shows the role of organizational culture among E-commerce adoption and hotel performance in Malaysia, from a survey of 111 hotels, four (4) stars above, and 146 hotels three (3) stars below as a sample. Based on the conceptual framework, it can be hypothesized that Organizational culture positively mediates the effect of E-commerce adoption on hotel performance. A statistical Package for Social Science (SPSS) Version 20 was used to examine the data. Pearson correlation analysis and descriptive statistics were performed to determine the collinearity problem, and to analyze the relationship between the variables. Lastly, multiple regression analysis was recommended to assess the mediating variable in the relationship between independent variable and dependent variable (Baron and Kenny, 1986). The final results of Pearson correlation and multiple regression analysis showed important finding. The relationship between organizational culture and E-commerce adoption significantly correlated with hotel performance. Meanwhile based on mediating model testing, the mediating effect of organizational culture in the hypothesized model exists. The findings of this study may be used to improve the method and management in Malaysia hotel industry environment and employees should be exposed to the requirement in the work culture towards globalization. Therefore, practice within the E-commerce adoption needs to consider the organizational culture as a key element in the hotel performance.

DOI: 10.5901/mjss.2015.v6n2p61