Research On Influencing Factors Of Small And Medium-sized Enterprises In Selecting Third Party Cross-border E-commerce Platform

Cross-Border E-Commerce has developed quickly in China with an average annual growth rate of 30%, but traditional foreign trade grows less than 10% every year. So Cross-Border E-Commerce has become a new form of foreign trade. Cross-Border E-Commerce can help Chinese small and medium-sized enterprises(SME) open overseas market and create an independent brand. However, due to the limit of capital, technology and professionals, it is hard for SMEs to build their own E-Commerce platform. So the majority of companies choose to use third party platform such as Ali-Express, e Bay, Amazon, to create foreign trade business. But when they come to make a selection in different platforms, they are often confused: how to choose the platform? At present, the urgent problem for companies which want to set up shops at third party Cross-border E-Commerce platforms needed to be solved is how to build a selection index system and how to select and evaluate different platforms.Most domestic and foreign scholars analyze Cross-Border E-Commerce from development situation, logistics and payment through qualitative analysis. There are fewer researchers studying on platform selection. To solve this problem, main research results of this paper are as follows:Firstly, through literature research and interviews, this paper summarizes domestic and foreign electronic commerce success model and successful factors of electronic commerce platform. Otherwise, this paper summarizes China’s Cross-border E-Commerce’ development.Secondly, according to literature research and interviews, this paper sets an initial enterprise Cross-Border E-Commerce platform selection index system which includes 5 first level indications(platform features, cost factors, information quality, system quality and service quality) and 22 secondary indicators based on De Lone & Mc Lean’s electronic commerce success model. Through 204 questionnaires collected at Futian foreign trade market and 2016 Amazon sellers’ forum, this paper gets experts’ judging values on importance of initial 22 indicators. Then the majority aggregation ordered weighted average(MA-OWA) operator is used to aggregate experts’ judgment values for preliminary index system to filter out secondary indicators with low importance score. Then this paper gets the final Cross-Border E-Commerce platform selection index system with 5 first level indications and 19 secondary indicators.Thirdly, this paper combines the neural network and fuzzy theory. Through setting structures and parameters of network, this paper establishes third party Cross-Border E-Commerce platform selection model based on Fuzzy Neural Network. The model has a good ability of study and avoids the human subjectivity. Then, this paper uses MATLAB software to input scoring value of 19 indicators of different platform into fuzzy neural network with continuous learning and training. At last, this paper uses data to verify this model’s accuracy and effectiveness.Finally, this paper takes a clothing company as a case study. The fuzzy neural network model of third party Cross Border E-commerce platform selection is used to evaluate 5 platforms which are Ali-Express, e Bay, Amazon, DHgate and Wish. At last, this paper gets 5 platforms’ score and provides a good decision support for this company. It showed that the model has a certain practical value of reference and application.This paper closely integrates the characteristics of cross-border e-commerce, carries out a detailed research on third party Cross Border E-commerce platform selection. The proposed selection index system and selection model has a good practical significance and reference.