影响跨境电商从业人员跨文化能力的个人因素分析

An Analysis on Intercultural Competence of Cross-border E-commerce Practitioners'Individual Influence Factors

基于文化间性视角的跨文化能力模型,以跨境电商企业从业人员为受试对象,构建跨境电商从业人员跨文化能力自评量表,采用混合研究方法,从情感、认知、行为和道德四个维度探究跨境电商从业人员的跨文化能力表现。结果表明,跨境电商从业人员的跨文化能力总体水平较高,但从业人员的个人习得特质对其跨文化能力的特定维度有不同影响。研究建议,应深入探究跨境电商从业人员跨文化能力的内涵及影响各维度表现的因素,有针对性地开展跨文化能力培训,并完善考评、保障和激励机制,通过从业者跨文化能力的整体提升,来优化跨境电商企业的持续竞争力,促进跨境电商产业的良性发展。

Based on the intercultural competence model from the perspective of interculturality,this paper takes the cross-border e-commerce practitioners as the research objects,builds a self-evaluation scale for cross-border e-commerce practitioners'intercultural competence,and takes a mixed method to probe into their comprehensive intercultural competence from the dimensions of affection,cognition,behavior and morality.The result reveals a generally high level of cross-border e-commerce practitioners'intercultural competence in China,while its specific dimensions are influenced by the practitioners'individual acquisition characters.It is suggested that the intercultural training should be carried out,and the policies for assessment,assurance and motivation should be made,so as to promote the sustainable competitiveness and sound development of cross-border e-commerce by enhancing the practitioners'overall intercultural competence.