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

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.