多重知识网络嵌入对跨境B2C出口企业绩效的影响研究  

Research on the Effect of Multi-Knowledge Network Embeddedness on the Performance of Cross-Border B2C Export Enterprise

作　　者：肖亮 王璐雅[3] 徐榆雯 余福茂 XIAO Liang;WANG Luya;XU Yuwen;YU Fumao(Zhejiang Gongshang University,Hangzhou,China;Zhejiang Sci-Tech University,Hangzhou,China)

机构地区：[1]浙江工商大学管理工程与电子商务学院 [2]浙江工商大学现代商贸研究中心 [3]浙江理工大学理学院

出　　处：《管理学报》2018年第10期1056-1063,共8页Chinese Journal of Management

基　　金：国家社会科学基金资助重大项目(16ZDA053);教育部人文社会科学重点研究基地资助重大项目(18JJD790013);浙江省高校重大人文社科攻关计划资助项目(2016GH024);浙江省社科联研究课题资助项目(2013N127)

摘　　要：以跨境B2C出口企业为研究对象,构建以国际市场产品开发能力和在线跨境营销推广能力为中介变量的多重知识网络嵌入(本地集群知识网络嵌入、海外仓知识网络嵌入和在线知识网络嵌入)与企业绩效关系的研究模型;并基于187份有效问卷调查数据,采用Smart PLS软件对假设进行检验。研究表明:在线知识网络嵌入和本地集群知识网络嵌入对跨境B2C出口企业绩效的影响无显著差异,而且二者对跨境B2C出口企业绩效的影响显著高于海外仓知识网络嵌入的影响。Taking cross-border B2C export enterprise as research object, this paper proposes a re search model investigating the relationship between multiple knowledge network embeddedness （including local cluster knowledge network embeddedness, oversea storage network embeddedness and online knowledge network embeddedness） and enterprise performance where international market product development ability and online cross-border marketing promotion ability are taken as intermediary variables. Based on 187 valid questionnaires, the hypothesis was tested by using Smart PLS software. The research results show that there is no significant difference in the effect of online knowledge network embeddedness and local cluster knowledge network embeddedness on the performance of cross- border B2C export enterprises, moreover, the effect of online knowledge network embeddedness and local cluster knowledge network embeddedness on the performance of cross-border B2C export enterprises is significantly higher than that of oversea storage network embeddedness.

关 键 词：知识网络嵌入 国际市场产品开发能力 在线跨境营销推广能力 企业绩效 

分 类 号：C93[经济管理—管理学]