Search Engine Marketing, Financing Ability and Firm Performance in E-commerce

AbstractThis paper explores the relationship of search engine marketing, financing ability and e-commerce firm performance by the empirical research on China's B2C e-commerce firms. Results show that search engine marketing and business model has a strong positive relation with firm performance while financing ability has a negative effect on firm performance. It verifies the low returns to inputs in e-commerce and enlightens the managers should concentrate on business model innovation and consumer relation management