Identifying the dimensions of innovation types and their impact on market performance based on online statements

The current study aims to identify the dimensions and sub-dimensions of different types of innovation and their impact on market performance based on online statements. The present research is a mixed-method study. In the qualitative part, the statistical population includes narratives related to the dimensions and sub-dimensions of different types of innovation in online shopping stores in Iran. The sampling method was purposive, and 69 narratives were selected. The network of this section was presented using narrative analysis. In the quantitative part, the statistical population included 110 managers of online sales websites. The data collection method was an electronic questionnaire. The results of structural equation modeling using Smart PLS software showed that innovation has a significant effect on the market performance of online shopping stores. The business model innovation dimension with sub-dimensions of business model type and revenue stream; organizational innovation dimension with strategic innovation sub-dimension; marketing innovation dimension with product innovation, price innovation, distribution innovation, promotion innovation, advertising innovation, and customer relationship innovation sub-dimensions; process innovation dimension with technology innovation and safety innovation sub-dimensions; and reputation innovation dimension with trust innovation and expertise innovation sub-dimensions have a significant impact on market performance.