The Research On Factors Affecting Cross-border E-commerce Enterprise Performance Based On TOE Framework

Affected by the financial crisis in 2008,the growth of traditional foreign trade continued to decline in recent years.Meanwhile,cross-border E-commerce suddenly emerged,becoming a new engine to promote the development of traditional foreign trade.It's easier for enterprises to enter the international market through the new business model.Enterprises can break the limits of geographical scope,expand the marketing network,improve international competitiveness,get access to a broader space for development.The government has also introduced various measures to promote the development of cross-border E-commerce,which can promote the upgrading of China's foreign trade and industrial structure and foster new competitive advantage.However,due to the constraints of environmental,institutional and technical factors,such as tax rebates and settlement,the improvement of cross-border e-commerce credit and dispute settlement mechanism,the complex and trivial customs clearance procedures,lagged supporting logistics,the occurence of infringement of intellectual property rights and insecure cross-border payment.As a result,it is difficult for traditional enterprise to achieve the desired effect when they transformate to cross-border E-commerce.The level of application is uneven and the competitiveness is insufficient.Therefore,exploring the influencing factors of cross-border E-commerce enterprise performance has distinctive features of the times and far-reaching practical significance.Firstly,this paper defines the concept of Cross-border E-commerce and determines the research object.Cross-border E-commerce,as a new international trade model,refers to the transaction subjects of different countries or regions which complete the payments through the Internet or online-trading platform.It is characted by small-amount,high-frequency.Due to the B2 B model will continue to be the mainstream mode of cross-border E-commerce in China's exports currently even in future,so the paper selects cross-border B2 B export enterprises as the research object.Secondly,combine with the domestic and foreign literature review and the development situation of China's cross-border E-commerce,this paper add the inter-organizational factor into the original TOE framework,and construct a conceptual model of the factors affecting the cross-border E-commerce enterprise performance which includes technology,intra-organization,inter-organization and environment.The model consists of 4 levels amount to 12 factors,and put forward 12 research hypothesis.Thirdly,the paper obtains the sample data by questionnaire survey.Analysis of the data of the questionnaire is divided into two steps.The first step is using the collected by the questionnaire with SPSS 22.0 to start descriptive statistical analysis,reliability and validity analysis,for the purpose of testing the credibility of the data and analyzing the matching degree of the data collected and the problems to be studied.The second step is to conduct regression on the impact of various factors with SPSS 22.0,in order to study on the factors which significantly affect the cross-border E-commerce enterprise performance.Finally,combine with the empirical results,the paper puts forward some suggestions from the aspects of government,industry and enterprise.The findings of this study include:(1)Research on the factors influencing the performance of cross-border E-commerce enterprises.Technically,the third platform performance and internal informatization foundation affect cross-border E-commerce enterprises performance positively.At the Intra-organizational level,leadership support and differentiation strategy positively affect cross-border E-commerce enterprises performance.At the Inter-organizational level,industry collaboration degree and competition are influencing factors of cross-border E-commerce enterprises performance significantly and positively.Environmentally,policy support positively affect cross-border E-commerce business performance.(2)Comparing the importance of the factors affecting the cross-border E-commerce performance,we find the platform performance that be influenced by turn is the cross-border E-commerce performance,then leadership support,government support,industry coordination,informatization foundation,differentiation strategy and industry competition.The innovation of this paper lies in:(1)Studies on cross-border E-commerce in China of previous scholars only stay in the current situation analysis,logistics pattern,third party payment and government regulation,etc.While this paper foucs on the factors affecting cross-border E-commerce enterprises performance.(2)Add the Inter-Organizational factor into the TOE framework,which develops and expands the original TOE framework.The paper sets up a conceptual model by combining the factors based on the new TOE framework with cross-border E-commerce enterprises performance evaluation.This paper identifies the factors affecting cross-border E-commerce business performance through empirical analysis,and compares the effect strength of each influence factor,then puts forward targeted policy suggestions.