跨境电子商务交易水平影响因素实证  

Empirical Study on Influencing Factors of Crossborder E-commerce Transaction Level

作　　者：杨凡[1] YANG Fan(Guangdong women’s Polytechnic College,Guangzhou Guangdong 511450)

机构地区：[1]广东女子职业技术学院,广东广州511450

出　　处：《天津商务职业学院学报》2023年第6期62-68,共7页Journal of Tianjin College of Commerce

摘　　要：为提高跨境电子商务交易的水平,本文以某电商平台的小家电跨境电子商务交易为研究对象,选取产品标价、质量评分、交易力、经营时间等12个因素指标为自变量,选取交易总金额为因变量,对各变量进行描述性分析、相关性分析、共线性检验和多元线性回归分析,以实现小家电跨境电子商务交易水平影响因素的实证。结果表明,产品标价、品牌种类、数量展示、人才数量、支付方式、运输时间、交易力、营销力、经营时间等9个因素对跨境电子商务交易水平有显著性影响,其中运输时间对跨境电子商务交易水平有显著负向影响,其余8个因素对跨境电子商务交易水平有显著正向影响;质量评分、服务评分、保障评分3个因素对跨境电子商务交易水平影响不显著。因此跨境电商企业应采取合理产品标价与定量,细化产品品牌种类,合理加大外贸员工数量投入,提供多种支付方式和运输方式,加强外贸人员的交易能力,以及建立良好的企业信用等具体措施以提高跨境电商交易水平。In order to improve the level of cross-border e-commerce transactions,this paper takes cross-border e-commerce transactions of small household appliances on an e-commerce platform as the research object and conducts an empirical study on the influencing factors of their transaction level.Among them,12 factor indicators,such as product pricing,quality score,trading power,and operation time,were selected as independent variables with the total transaction amount as a dependent variable,on which the descriptive analysis,correlation analysis,covariance test,and multiple linear regression analysis are carried out in order to realize the empirical evidence of the influencing factors of the cross-border e-commerce transactions level of small household electrical appliances.The results show that nine factors,such as product pricing,brand category,quantity display,number of talents,payment method,transportation time,transaction power,marketing power,and operation time,have a significant impact on the level of cross-border e-commerce transactions,in which transportation time has a remarkable negative impact on the level of cross-border e-commerce transactions,and the remaining eight factors have a prominent positive impact on the level of cross-border e-commerce transactions;The three factors of quality score,service score and guarantee score have no significant impact on the level of cross-border e-commerce transactions.Based on the above empirical results,in order to improve the level of cross-border e-commerce transactions,specific measures such as reasonable product pricing and quantification,refining product brand types,reasonably increasing the number of foreign trade employees,providing a variety of payment methods and transportation methods,strengthening the trading ability of foreign trade personnel,and establishing good corporate credit should be proposed.

关 键 词：跨境电子商务 小家电 实证研究 回归分析 

分 类 号：F327[经济管理—产业经济]