Research On The Influencing Factors Of Cross-border E-commerce Development

The continuous impact of the financial crisis leads to the turbulent environment of the international business,and the rise of the trade protectionism also results in more risky circumstance for foreign trade,which brings about intensifying competition.At the same time,with the rocketing development and the widespread popularity of the information technology,the rapid rise of domestic e-commerce has become a strong trade growth point.On the one hand,foreign trade market is seeking a breakthrough for further development,and on the other hand,the domestic e-commerce market has gradually stabilized,while looking for a larger market.With the rapid development of the cross-border e-commerce,all kinds of problems emerge in an endless stream.Therefore,it is of extreme urgency to study the influencing factors for the development of the cross-border e-commerce.At present,the influencing factors of cross-border e-commerce development has gradually become a hot topic for both domestic and foreign scholars,who has tried to study by the analysis from different perspectives,the expertise of multi-disciplines,or the use of various models,etc.However,relevant theory has been rarely employed during the study,and an integrated system is hard to be formed because the research results are scattered and disordered.Therefore,this paper attempts to use the relevant research theory to study the influencing factors index system of cross-border ecommerce development from the macro level,in order to put forward the countermeasures and suggestions for the healthy development of cross-border ecommerce.On the basis of consulting a large number of domestic and foreign literatures and existing research results,with the competitive advantage theory and the transaction cost theory,this paper concludes the seven factors influencing the development of cross-border e-commerce,mainly including human resources,product advantages,cross-border logistics,cross-border payment,business development ability,policy environment,and market regulation,and establish an index system.Taking cross-border electric commercial enterprises in Shenzhen as the survey object,this paper uses SPSS statistical software to analyze the reliability and validity of the questionnaire results,which makes it more reliable and effective.In this paper,the structural equation model is constructed to modify the influence path of the original factors.The influence path of the modified path is tested by the significance test,and finally the influence coefficient of each factor is obtained.From the model results,among all of the seven influencing factors,the policy environment,product advantages and cross-border logistics rank the top three,which have a greater impact on the development of crossborder e-commerce.Finally,this paper puts forward some suggestions on the development of cross-border e-commerce.