Fcators Affecting The Development Of Cross-border E-commerce In China Textile City

With the rapid development of Internet technology,cross-border e-commerce in China has been used to a great extent,and has become one of the main means for enterprises to sell products.As the most important export product of Shaoxing,textiles occupy about 50% of the export share every year,and their share increases year by year.In 2014,China's economy entered a "new normal" period,Shaoxing textile industry constantly readjusted the industrial structure,while deepening the cross-border e-commerce trade relations.Therefore,cross-border electricity supplier has been the focus of attention of Shaoxing textile enterprises.At present,the factors affecting the development of cross-border e-commerce have become a hot issue for scholars at home and abroad.Different scholars discuss it through different perspectives,models and methods.But most scholars are through a single factor for specific analysis,for example,only for the policy environment,e-commerce platform,logistics and so on to explore.The research results are relatively scattered,and no complete system has been formed.Therefore,based on the summary of previous studies on cross-border e-commerce,this paper establishes an index system of the factors affecting the development of cross-border e-commerce in China Textile City,and puts forward the Countermeasures for the development of cross-border e-commerce.Based on the research literature at home and abroad and the existing achievements,and on the basis of transaction cost theory and Porter diamond model,as well as the current situation of cross-border e-commerce development in China's textile city,the article concludes that the development factors of cross-border e-commerce in China's Textile City are mainly human resources,brand,logistics,third-party payment,industrial clusters and policy environment.And according tothese indicators,the corresponding index system is established,and the operators and e-commerce personnel in China Textile City are taken as the subjects of investigation.The results of the questionnaire are analyzed by SPSS and AMOS statistical software.Firstly,the reliability and validity of the questionnaire are analyzed.It is concluded that the influencing factors of cross-border e-commerce development in China Textile City have passed the test,and have good reliability and validity.Then the structural equation is constructed to fit the influence path of the original factors.After the first fitting,the path that has not passed the significance test is deleted,and the influence coefficient of each factor is finally obtained.From the result analysis of the model,after eliminating third-party payment,five factors rank the development of cross-border e-commerce in China textile city,which are human resources,policy environment,cross-border logistics,brand and industrial cluster.The policy environment has both direct and indirect effects on the development of cross-border e-commerce in China's textile city.The direct and indirect influence coefficients are0.260 and 0.113 respectively.At the same time,the relationship between the observed variables and the potential variables is found by looking at the problem from the perspective of the measurement model.Finally,according to the results of the influencing factors constructed in this paper,some suggestions are put forward for the development of cross-border e-commerce in China's Textile City market.Specifically summarized in order to attract compound talents,focus on brand management,local policies should be more targeted,and promote the establishment of overseas warehousing.