Based on the literature of technological innovation, Marketing technology growth refers to the acceptance of a skip advance and the speed of a forward change in technology associated with new technology products that impact on the market of the firm. Prasnikar, Lisjak, Buhovac, and Stembergar (2008) found that a firm strong with technological capabilities is capable of using scientific knowledge to develop products and processes that offer new benefits and create value for customers. Also, organizational capabilities in E-commerce are consistent with market orientation and performance (Saini, Johnson and Grewal, 2000).
Also, technological innovation is important for the operation of the market. technological innovation is associated with new technology products that impact a firm’s operating procedures and support the organization through product development, market responsiveness, customer relations, and communication, Moreover, to deal with this rapid growth, firms need to continuously modify their processing system and develop innovation to take advantage and benefit from technology innovation (Konthong, K. and Ussahawanitchakit, P. 2010).
Base on the literature reviewed above, Technological innovation will be able to gain organizational expertise orientation, operational speed focus, communicative customize emphasis, customer oriented product development, and customer value awareness. Hence, the hypotheses are proposed as follow: