The role of business intelligence in enhancing e-commerce development: The mediating effect of digital transformation

Authors

  • Saed Adnan Mustafa Applied Science Private University, Jordan https://orcid.org/0000-0002-3099-7230
  • Ibrahim A. Abu-AlSondos Middle East University (MEU), Jordan
  • Anas A. Salameh Prince Sattam bin Abdulaziz University, Saudi Arabia
  • Wissam Y. Khabashna University Sultan Zainal Abidin UNISZA, Malaysia
  • Ala'a Mohammed Al-Junaidi Jadara University, Jordan
  • Abeer F. Alkhwaldi Mutah University, Jordan https://orcid.org/0000-0002-3092-965X

DOI:

https://doi.org/10.37868/hsd.v8i1.1403

Abstract

This study examines the mediating role of digital transformation (DT) in the relationship between business intelligence (BI) and e-commerce development (ECD). Using survey data from 239 organizations in the Middle East and North Africa (MENA) region and applying partial least squares structural equation modeling (PLS-SEM), the findings confirm strong measurement reliability and significant structural relationships. Results indicate that BI positively influences both DT and ECD, while DT directly enhances e-commerce outcomes. DT partially mediates the BI–ECD relationship, and management support exerts a fully mediated effect through DT. In contrast, BI infrastructure and data collection alone show limited impact unless embedded within comprehensive digital transformation strategies. The study highlights BI as a strategic enabler rather than merely a technical resource, emphasizing the importance of leadership commitment, organizational readiness, and cultural alignment. Theoretically, it integrates the Technology–Organization–Environment (TOE) framework with the dynamic capabilities perspective. Practically, it offers guidance for managers and policymakers seeking to align BI investments with digital transformation initiatives to achieve sustainable e-commerce growth. Overall, the findings underscore the role of BI and DT in fostering resilience.

Author Biographies

Saed Adnan Mustafa, Applied Science Private University, Jordan

Dr. Saed Mustafa an Assistant Professor at the American University of Kurdistan, obtained his bachelor’s degree from Al-Albyet University, followed by a master’s and Ph.D. in Management and Marketing from the University Utara Malaysia.

His academic career includes leadership roles, most notably as the Head of the Business Administration Department at institutions across Malaysia, Bahrain, and Oman, with specialization in strategic planning, quality assurance, operational action plans, and recruitment. His research interests span CSR, Marketing strategies, HRM, entrepreneurship, green marketing, and technology marketing. Additionally, he has published and reviewed papers for international journals and conferences.

Ibrahim A. Abu-AlSondos, Middle East University (MEU), Jordan

Dr.Ibrahim Abu-AlSondos is an Assistant Professor in Management Information Systems (MIS). He holds a Ph.D. in Management Information Systems (MIS) from University Utara Malaysia (UUM) in 2015. He obtains his MA in Management Information Systems (MIS) from University of Banking and Financial Sciences, Jordan in 2007, and a BS in Management Information Systems (MIS) from Al-Zaytonah University of Jordan in 2004.

Career history: Dr. Abu-AlSondos is an Assistant Professor at Middle East University (MEU), Amman, Jordan. Before joining the College of Business at MEU, Dr Abu-AlSondos held various academic management positions, including Department Chair of ITM department at American University in The Emirates (AUE), Program Director for the Bachelor of Business Intelligence (BI) at the Middle East University (MEU) in Jordan, and Program Director for the Bachelor of Management Information Systems (MIS) at the Applied Science University in Bahrain.

He has taught various subjects at the graduate level and undergraduate levels in Knowledge Management (KM), Business Intelligence (BI), Decision Support Systems (DSS), Management Information Systems (MIS), System Analysis and Design, and various subjects on Business field in the College of Business at several international academic institutions. Dr.Abu-AlSondos had a leadership role in the creating, design, and implementation of much professional training as well as many graduate and undergraduate academic programs.

Research interests: His current research interests include Business Intelligence (BI), Digital Transformation, Knowledge Management (KM), Enterprise Systems, E-Business, E-Commerce, IT-Business Strategic Alignment, E-Services, E-Government, E-Learning, E-Payment, M-Commerce, Fintech, Customer Relationship Management Systems (CRMS), and Human Resource Management Systems (HRMS). He has published more than 35 research papers in scholarly Journals and International Conferences. He conducted many workshops and training sessions in Jordan and abroad. Dr. Abu-AlSondos supervised over 20 MS theses on Management Information Systems (MIS), and Business Administration Topics.

Anas A. Salameh, Prince Sattam bin Abdulaziz University, Saudi Arabia

Dr. Anas A. Salameh is an Associate Professor at, Department of Management Information Systems, College of Business Administration, Prince Sattam Bin Abdulaziz University since 2016, and the current deputy director of the students' activities committee as well as a member of the exams scheduling committee, PSAU. His major research interest focusing on the area such as e-commerce (m-commerce), e-business, e-marketing, technology acceptance/adoption, e-learning, e-CRM, service quality, and he evaluated service quality in many areas related to e-services aspects.

Wissam Y. Khabashna, University Sultan Zainal Abidin UNISZA, Malaysia

Dr.Wissam Khabashna is an Assistant Professor in Management Information Systems (MIS). He holds a Ph.D. in Management Information Systems (MIS) from University Sultan Zainal Abidin Malaysia (UNISZA) in 2024. He obtains his MA in Information Technology (IT) from University Utara Malaysia, in 2010, and a BS in Computer Science (CS) from Jerash University of Jordan in 2006.

Career history: Dr. Wissam Khabashna is a Business Consultant at Migrate Business Hub Amman, Jordan. Before joining the Migrate Business Hub, Dr Wissam Khabashna held various academic management positions, including Computer Lecturer & Coordinator at Northern Border University in Saudi Arabia Kingdome (KSA), Computer Lecturer & Coordinator at Tabuk University at in Saudi Arabia Kingdome (KSA), and Computer Lecturer at the Vocational Institute in Saudi Arabia Kingdome and Computer Lab Supervisor at the Al - Balqa Applied University in Jordan.

Research interests: His current research interests include Business Intelligence (BI), business technology, Digital Transformation, Knowledge Management (KM), Enterprise Systems, E-Business, E-Commerce, IT-Business Strategic Alignment, E-Services, E-Government, E-Learning, E-Payment, M-Commerce.

Ala'a Mohammed Al-Junaidi, Jadara University, Jordan

Dr.Ala’a AL-Junaidi is an Assistant Professor in Technology, Operation and Logistic Management (E-BUSINESS). He holds a Ph.D. in E-Business Administrator from University Utara Malaysia (UUM) in 2018 majoring E-Business Management. He obtains his MA in Information and Communication Technology (ICT) from University Utara Malaysia, in 2010, and a BS in Information Technology (Software Engineering) from Philadelphia University in 2008.

Career history: Dr. AL-Junaidi is an Assistant Professor at Middle East University (MEU), Amman, Jordan. He has taught various subjects at the undergraduate levels in Business Intelligence (BI), python programming, Management Information Systems (MIS), E-Business, Data Mining, Business Intelligence Regulations, Management of Digital Organization and various subjects on Business field in the College of Business.

Research interests: His current research interests include Electronic Business Management (E-Business), Business Intelligence (BI), Digital Transformation, IT-Business Strategic Alignment, E-Commerce, E-Services, E-Government, E-Learning, E-Payment, Mobile Commerce, Customer Relationship Management Systems (CRMS), and Human Resource Management Systems (HRMS). He has published 4 research papers in scholarly Journals and International Conferences. He conducted many workshops and training sessions in Jordan and abroad.

Abeer F. Alkhwaldi, Mutah University, Jordan

I am an Associate Professor of Business Intelligence and Data Analytics at Mutah University School of Business, Jordan. Prior to joining Mutah in 2019, I was a Teaching Assistant and a lab demonstrator at the University of Bradford, UK where I obtained my PhD in Management Information Systems.  My key research interests lie in the areas of Human-Computer Interaction (HCI), technology acceptance/adoption, business intelligence, smart government, e-learning, HRIS, digital transformation, digital business, digital marketing, information systems, perceived security, Knowledge management, blockchain, IoT, metaverse, artificial intelligence, environment sustainability, green behavior, e-payment, m-wallet, cryptocurrency, and FinTech-related issues. I participated in many international scientific conferences (e.g., the 38th British Academy of Management (BAM) Conference, Nottingham, UK) and my research has appeared in reputed international journals (e.g., VINE Journal of Information and Knowledge Management Systems).  I have served as a peer reviewer for publications in leading academic journals. On top of that, I’m a member of international high-quality journals’ editorial boards such as the Journal of Family Business Management, the International Journal of Enterprise Information Systems, and Discover Sustainability. And recently joined as an Associate Editor (AE) in the Heliyon journal (Elsevier) in the Information Science section. My ORCID ID is 0000-0002-3092-965X, my WoS Researcher ID is ABH-2068-2020, and my Scopus author ID- is 57202361792.

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Published

2026-04-07

How to Cite

[1]
S. Mustafa, I. Abu-AlSondos, A. Salameh, W. Khabashna, A. Al-Junaidi, and A. Alkhwaldi, “The role of business intelligence in enhancing e-commerce development: The mediating effect of digital transformation ”, Heritage and Sustainable Development, vol. 8, no. 1, pp. 399–414, Apr. 2026.

Issue

Vol. 8 No. 1 (2026)

Section

Articles

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Copyright (c) 2026 Saed Adnan Mustafa, Ibrahim A. Abu-AlSondos, Anas A. Salameh, Wissam Y. Khabashna, Ala'a Mohammed Al-Junaidi, Abeer F. Alkhwaldi

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