مجلة البحوث الاقتصادية المتقدمة
Volume 11, Numéro 1, Pages 359-372
2026-03-31
Artificial Intelligence Competencies, Innovation, And Agility In E-commerce Enterprises: A Structural Equation Modeling Approach
Authors : Tamma Elhachemi .
Abstract
This study examines how Artificial Intelligence (AI) Competencies, Firm Innovativeness, and Responsive Market Orientation Influence Organizational Agility and Firm Performance in e-commerce enterprises, with Technological Turbulence as a moderator. Data were collected through a self-administered questionnaire distributed to 420 firms between January and April 2025, yielding 350 valid responses. Using structural equation modeling (SEM) in Python, the results show that Firm Innovativeness significantly enhances Organizational Agility, which strongly predicts Firm Performance. While AI Competencies and Market Orientation had no significant direct effects, Technological Turbulence positively affected performance but weakened the agility–performance link. The findings emphasize the role of innovation and agility in strengthening competitiveness under technological uncertainty.
Keywords
AI Competencies, Firm Innovativeness, Organizational Agility, Firm Performance, Technological Turbulence, E-commerce, El-Oued
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