Abstract

The current global sanitary crisis determined consumers to use e-commerce in all its forms. It has led to an expansion of e-commerce activity and increased associated risk, as companies must adapt quickly to new market conditions and cope with all the risks that arise in such context. This paper aims to identify and assess the relevant risks specific to e-commerce activity and prevent unethical behavior that is often associated with entities operating in this sector by consumers. The review of a significant part of the literature confirms that e-commerce business directly impacts performance and sustainability, being positively associated with organizational innovation. However, investigating the nature and intensity of the risks associated with the operational activity is difficult to assess. It is the main reason for mistrust increasing among many consumers and stakeholders. This research also derives from the fact that it provides real tools to prevent, reduce and even eliminate risks specific to e-commerce activities. Therefore, it could directly contribute to increasing the sustainability of businesses and gaining the trust of consumers regarding online shopping activities. An investigation was conducted in the following logical sequence: identifying the main risk categories and triggers; establishing the link between working hypotheses and the minimum threshold argumentation associated with them. According to the above, it is possible to establish a specific risk function for each risk category. To determine the minimum threshold of risk influence, the unitary risk assessment methodology was applied using a scale of values from 1 to 5, depending on the impact on the operational activity, performance, and sustainability of the e-commerce business. The research methods are specific to quantitative research, the object of the research being a sample of 208 economic entities operating in the e-commerce sector. The statistical analysis regarding the behavior of the most relevant financial indicators was achieved by collecting data from financial reporting and other internal sources. The results serve as an empirical confirmation regarding the specific difficulties encountered in e-commerce activity that need to be solved. Therefore, a dashboard was developed to monitor triggers by risk segments. The designed dashboard is intended to support management in the decision-making process to ensure business sustainability and improve the business model in line with the adopted business strategies. At the same time, with the help of the risk functions developed by risk segments, management could monitor and control the threats to which the operational activity in the online environment is exposed, which will lead to business consolidation and penetration of new online markets.

Keywords: consumer protection, e-commerce, innovative dashboard, risk assessment, triggers factors.

JEL Classification: M10, M31, M41.

Cite as: Grosu, V., Socoliuc, M., Hlaciuc, E., Corin, C. M., & Tulvinschi, M. (2022). Design of an Innovative Dashboard for Assessment of Risks that are Specific to E-Commerce Activity. Marketing and Management of Innovations, 1, 186-201. https://doi.org/10.21272/mmi.2022.1-14

This work is licensed under a Creative Commons Attribution 4.0 International License

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