跨境贸易B2C企业运用第三方电子商务平台影响因素研究
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摘要
采用因子分析法,应用SPSS软件对数据的来源和回收的问卷进行实证分析表明,大部分被调查企业是否利用第三方跨境平台开展跨境贸易的主要影响因素是企业内部因素、第三方跨境电商平台本身,且影响程度由高到低的排序为:企业内部因素、第三方跨境电商平台本身、企业外部因素。针对研究结果,企业应采取制定战略规划、明确目标,选取相匹配的平台,从比价格到重质量等对策;第三方平台自身应强化网上交易的安全性,平台规则需顾及双方利益;政府层面应加大对跨境B2C企业的扶持,加快跨境物流体系建设。
Based on the factor analysis method and analyzing survey questionnaire and data from SPSS, the analysis shows that the main factors that decide the use of a third-party cross border platform by companies relate to both companies' internal factors and the third-party platform. According to influencing degrees, internal factors, the third-party platform, and external factors follow an order from high to low. Therefore, companies should map out plans, set targets, and choose a compatible platform by focusing more on quality rather than price. The third-party platform should increase the security of online trading, and create rules considering all stakeholders. Government should invest more in supporting B2 C companies and step up developing cross-border logistics system.
Based on the factor analysis method and analyzing survey questionnaire and data from SPSS, the analysis shows that the main factors that decide the use of a third-party cross border platform by companies relate to both companies' internal factors and the third-party platform. According to influencing degrees, internal factors, the third-party platform, and external factors follow an order from high to low. Therefore, companies should map out plans, set targets, and choose a compatible platform by focusing more on quality rather than price. The third-party platform should increase the security of online trading, and create rules considering all stakeholders. Government should invest more in supporting B2 C companies and step up developing cross-border logistics system.
引文
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[6]黄欢.第三方电子商务平台运用的影响因素研究[D].杭州:杭州电子科技大学,2012:58-59
[2]黄怡园.中国跨境电子商务市场的路径探索[J].新西部,2013(32):68-76
[3]谢珊珊.中国小额B2C外贸电子商务模式探析[J].企业导报,2013(1):198-199
[4]刘娟.小额跨境外贸电子商务的兴起与发展_省略_危机时代的电子商务及物流服务创新[J].对外经贸实务,2012(2):89-92
[5]孟祥铭.中国跨境贸易电子商务发展现状与对策分析[J].沈阳工业大学学报(社会科学版),2014,7(2):120-125
[6]黄欢.第三方电子商务平台运用的影响因素研究[D].杭州:杭州电子科技大学,2012:58-59