基于TOE框架的跨境电子商务企业绩效影响因素研究

发布时间：2018-10-10 11:40

【摘要】：受2008年金融危机影响,近年来,传统外贸增长持续下滑。与此同时,跨境电子商务异军突起,成为推动传统外贸发展的新引擎。企业利用跨境电子商务这种新兴的贸易模式进入国际市场,可以突破地理范围的限制,拓宽营销网络,提高国际竞争力,获取更广阔的发展空间。政府亦发布了各项措施以促进跨境电商有序发展,推动中国对外贸易和产业结构的调整升级。然而,由于环境、制度和技术等各种因素的约束,例如退税和结汇难、跨境电子商务信用和争端处理机制亟待完善、通关程序复杂琐碎、配套物流发展滞后、知识产权侵权纠纷时有发生和跨境支付安全问题凸显等,导致传统企业转型至跨境电商时应用水平参差不齐,竞争力提升不足,难以达到预期效果。因而,探究跨境电子商务企业绩效的影响因素具有鲜明的时代特征和深远的现实意义。首先,本文界定何为跨境电子商务,确立了研究对象。跨境电子商务是指不同国家或地区的交易主体,通过互联网或者网上交易平台完成付款,金额小、次数多、速度快的新型国际贸易模式。由于B2B模式在目前乃至未来仍将是我国出口跨境电商的主流模式,因此本文选取从事出口跨境B2B交易的企业为研究对象。其次,基于国内外文献综述以及中国跨境电商企业的实际发展情况,本文在以往的TOE框架中新增组织间因素,构造了跨境电子商务企业绩效影响因素的概念模型,包括技术、组织内、组织间和环境4个层面共12个因素,并提出12个研究假设。然后通过问卷调查收集样本数据,分两个步骤分析数据。第一步,运用SPSS22.0对样本数据进行描述性统计分析、信度与效度分析,以检验数据的可信程度,分析收集的数据与所要研究的问题和结论的匹配程度;第二步,运用SPSS 22.0进行逐步回归分析,其目的是探究显著影响跨境电子商务企业绩效的各个因素,并比较其作用强度。最后,结合实证结果,从政府、行业和企业三个方面提出了相关建议。本文的研究发现包括:(1)研究跨境电子商务企业绩效的影响因素。在技术层面上,第三方平台的性能和内部信息化基础对跨境电子商务企业的绩效影响显著;在组织内层面上,领导层支持和差异化战略正向影响了跨境电子商务企业的绩效;在组织间层面上,行业协同度和行业竞争度都显著地正向影响了跨境电子商务企业的绩效;在环境层面上,政策支持正向影响了跨境电子商务企业的绩效。(2)比较影响跨境电子商务绩效的各个因素的重要性,判定对跨境电子商务绩效影响最大的变量依次为平台性能、领导层支持、政府支持、行业协同度、信息化基础、差异化战略和行业竞争度。本文的创新之处在于:(1)之前学者研究中国跨境电子商务只停留在现状分析、物流模式、第三方支付和政府规制等方面,本文从跨境电子商务绩效影响因素的角度进行分析。(2)加入组织间因素,本文拓展和延伸了原有的TOE框架,将基于新TOE框架的影响因素与跨境电子商务企业绩效评价相结合构建了概念模型,通过实证分析找出影响跨境电子商务企业绩效的因素,并比较各影响因素的影响程度,进而提出有针对性的政策建议。
[Abstract]:Affected by the financial crisis of 2008, traditional foreign trade growth has continued to decline in recent years. At the same time, cross-border e-commerce has become a new engine to promote the development of traditional foreign trade. The enterprise uses the emerging trade model of cross-border e-commerce to enter the international market, can break through the limitation of the geographical scope, expand the marketing network, improve the international competitiveness, and acquire a wider development space. The government has also issued measures to promote the orderly development of cross-border e-commerce and promote the adjustment and upgrading of China's foreign trade and industrial structure. However, due to constraints of various factors such as environment, system and technology, such as tax drawback and settlement difficulty, cross-border e-commerce credit and dispute settlement mechanism are urgently needed to be improved, the customs clearance procedure is complicated and trivial, and the supporting logistics development is delayed. The disputes of intellectual property infringement and the problem of cross-border payment security are prominent, which leads to uneven application level and insufficient competitiveness of traditional enterprises to cross-border e-commerce, and it is difficult to achieve the expected effect. Therefore, it is of great significance to explore the influence factors of cross-border e-commerce enterprise performance. First, this paper defines what is cross-border e-commerce and establishes the research object. Cross-border e-commerce refers to the transaction main body of different countries or regions, through the Internet or online transaction platform to complete the payment, the amount is small, the number of times, the speed is fast new international trade pattern. Because B2B model will still be the mainstream mode of China's export cross-border e-commerce in the future and even the future, this paper chooses the enterprises engaged in the export cross-border B2B transaction as the research object. Secondly, based on the literature review at home and abroad and the actual development of cross-border e-commerce enterprise in China, this paper adds organizational factors in the past TOE framework, and constructs a conceptual model of the factors affecting the performance of cross-border e-commerce enterprises, including technology and organization. There were 12 factors at 4 levels of inter-organization and environment, and 12 study hypotheses were presented. and then collecting the sample data through a questionnaire, and dividing the two steps to analyze the data. The first step is to use SPSS22. 0 to carry out descriptive statistics analysis, reliability and efficiency analysis on the sample data, to verify the credibility of the data, analyze the data collected and the degree of match between the problems and conclusions to be studied, the second step, use SPSS 10.0 to perform the stepwise regression analysis. The purpose of this study is to explore the factors that significantly affect the performance of cross-border e-commerce enterprises and to compare their strength. Finally, based on the empirical results, some suggestions are put forward from three aspects: government, industry and enterprise. The findings of this paper include: (1) studying the influence factors of cross-border e-commerce enterprise performance. At the technical level, the performance of the third-party platform and the internal informatization foundation have a significant impact on the performance of the cross-border e-commerce enterprise; at the organizational level, the leadership support and differentiation strategy positively influences the performance of the cross-border e-commerce enterprise; at the inter-organizational level, Industry synergy and industry competition are both positively impacting the performance of cross-border e-commerce enterprises; at the environmental level, policy support positively influences the performance of cross-border e-commerce enterprises. (2) To compare the importance of the factors that affect the performance of cross-border e-commerce, and determine that the variables that influence the performance of cross-border e-commerce are platform performance, leadership support, government support, industry collaboration degree, information foundation, differentiation strategy and industry competition degree. The innovation of this paper is: (1) Previous scholars have studied cross-border e-commerce in China only in the aspects of present situation analysis, logistics mode, third party payment and government regulation, etc. This paper analyzes the influence factors of cross-border e-commerce performance. (2) To join the inter-organization factor, this paper expands and extends the original TOE framework, constructs a conceptual model based on the influence factors of the new TOE framework and the performance evaluation of cross-border e-commerce enterprise, and finds out the factors that influence the performance of cross-border e-commerce enterprise through empirical analysis. The influence degree of each influence factor is compared, and the targeted policy suggestion is put forward.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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