企业跨境电商采纳影响因素研究——以茶叶出口企业为例  

Study on the Influence Factors of Enterprise Cross-border E-commerce Adoption——Taking the Tea Export Enterprise as an Example

作　　者：辛丽轲[1] 刘恒源 王慧[1] Xin Like;Liu Hengyuan;Wang Hui(Qingdao Agricultural University,Qingdao 266109;City University of Macao,Macao 999078)

机构地区：[1]青岛农业大学,青岛266109 [2]中国澳门城市大学,999078

出　　处：《林业经济》2019年第11期18-23,共6页Forestry Economics

基　　金：山东省软科学重点项目“山东省县域创新驱动发展路径与模式研究”（编号：2018RZB01149）;山东省社会科学规划研究项目“跨境电商促进山东省农产品贸易转型升级策略研究”（编号：17CGLJ14）;青岛市双百项目“跨境电商促进青岛市中小企业融入全球价值链的路径研究”（编号：2018-C-01）

摘　　要：文章以茶叶出口企业为样本数据,利用结构方程模型研究企业跨境电商采纳的各影响因素之间相互关系。传统企业采纳跨境电子商务受到多种因素的影响:跨境电商平台因素、跨境电商运营因素、企业内部因素、产品因素、政策因素等。为促进企业跨境电商的采纳,应当建立行业标准,规范跨境电商平台;规范电子商务运营服务市场,降低跨境电商网店的运营成本;完善跨境电商相关业务服务,提高企业外贸效率;加强企业跨境电商复合型人才的培训与引进;扩大企业出口产品的品牌知名度。Based on the sample data of tea export enterprises, structural equation was used to research the influence factors of enterprise cross-border E-commerce adoption. The traditional enterprise cross-border E-commerce adoption is impacted by various factors: cross-border E-commerce platform, cross-border electronic operation, enterprise internal, product policy, etc. In order to promote enterprise cross-border E-commerce adoption, we should establish the industry standard, specify the cross-border E-commerce platform and E-commerce services market;reduce the operating costs of network store;improve the cross-border E-commerce related business services and the efficiency of international trade enterprises;train and introduce enterprise cross-border E-commerce talent and expand the brand awareness of enterprises.

关 键 词：跨境电商 影响因素 结构方程 

分 类 号：F307.24[经济管理—产业经济]