社交媒体对中小跨境电商企业绩效的影响研究--基于动态能力的中介作用  

Research on the Impact of Social Media on the Performance of Small and Medium-Sized Cross-border E-commerce Companies:The Mediating Role Based on Dynamic Capabilities

作　　者：方鸣[1] 高秀凤 Fang Ming;Gao Xiufeng

机构地区：[1]安徽财经大学国际经贸学院

出　　处：《复印报刊资料（贸易经济）》2022年第5期81-92,共12页Trade and Economy

基　　金：安徽省高校学科(专业)拔尖人才学术资助项目(gxbjZD2020005)的资助。

摘　　要：数字经济时代下,社交媒体不仅为消费者提供了高效、便捷的消费模式,更为企业发展提供了新的方式途径.本文基于徐州、义乌、合肥、宁波以及杭州等城市的跨境电商产业园实地访问调研数据,检验社交媒体、动态能力与中小跨境电商企业绩效等变量的理论关系,探究中小跨境电商企业通过社交媒体如何促进企业绩效的具体路径.研究结果表明,中小跨境电商企业可以从社交媒体获得及时反馈信息,主动采取解决措施或改进服务,从而形成处理企业内外部各种关系的动态能力,不仅帮助企业在变化的市场环境中进行创新,更有利于企业降本提效,进而为中小跨境电商企业带来新的增长机遇。Consumers'acceptance and dissemination of information in the digital economy age is being changed by the social media environment.Social media not only provides consumers with efficient and convenient consumption models,but also provides new ways and means for enterprise development.Based on the field survey data of cross-border e-commerce industrial parks in cities such as Xuzhou,Yiwu,Hefei,Ningbo,and Hangzhou,this paper examines the theoretical relationship between social media,dynamic capabilities and the performance of small and mediumsized cross-border ecommerce enterprises.The specific path of how business enterprises can promote enterprise performance through social media.The research results show that small and medium-sized cross-border e-commerce companies can obtain timely feedback from social media,take the initiative to take measures or improve services,thereby forming a dynamic ability to deal with various internal and external relationships within the company.It will help companies to innovate in a changing market environment,reduce costs and improve efficiency for enterprises,and bring new growth opportunities to small and medium-sized cross-border e-commerce enterprises.

关 键 词：社交媒体 动态能力 企业绩效 跨境电商 中小企业 

分 类 号：F724.6[经济管理—产业经济] F272.5[文化科学—传播学] G206