广东中小企业开展跨境电商外部影响因素实证研究

Empirical Research on External Influencing Factors of Cross-border E-commerce for Guangdong SMEs

跨境电子商务已逐渐成为中国中小企业进军国际市场的主要方式。广东作为全国发展跨境电商的“排头兵”,出台诸多政策鼓励中小企业开展跨境电商。以广东中小企业为研究对象,利用量化研究方法,对影响企业开展跨境电商意愿的外部因素展开探讨。实证结果显示,跨境电商营销、通关、物流、政策和人才对这类企业开展跨境电商的意愿有显著正向影响,而跨境电商电子支付并无显著影响。最后针对政策和行业提出相应的建议。

Cross-border E-commerce has become the main way for Chinese small and medium-sized enterprises(SMEs)to enter the international market.As a pioneer in the development of cross-border E-commerce in China,Guangdong has issued many policies to encourage SMEs to carry out cross-border E-commerce.Taking SMEs in Guangdong as the research object,the structural equation model is used to explore the influence of external factors on enterprises’willingness to launch cross-border E-commerce.It is found that cross-border E-commerce marketing,customs clearance,logistics,policies and talents have a significant and positive impact on the willingness of Guangdong SMEs to carry out cross-border E-commerce,while cross-border E-commerce electronic payment has no significant impact.Finally,corresponding suggestions for policy and industry are put forward.