Research Of The Institutional Quality,Internationalization Speed Gap And Cross-border E-commerce Platform Utilization

With the development of the international trade,digital technology integrate rapidly which has connected the global economy and given China’s economic recovery additional energy.Cross-border e-commerce has received a lot of support as a fundamental type of digital trade,and many businesses use it to grow and develop quickly,but there are still many enterprises that have withdrawn from the platforms of cross-border ecommerce for similar or different reasons.From the perspective of system and international expansion speed,this article examines the factors that lead businesses to leave the platforms of cross-border e-commerce by using those businesses as its research subject,the internal mechanism of crossborder e-commerce platform expansion and the regulating role of social networks as intangible resources,divides the host country market into two dimensions:low institutional distance and high institutional distance,and aims to provide light on how businesses that use the platforms of crossborder e-commerce for global growth operate.This paper collected panel data of 456 international e-commerce sales enterprises in five first-tier cities in China from 2016 to 2019,and conducted empirical analysis using Logit model to verify the influence mechanism of institutional quality on cross-border e-commerce platforms,test the mediating effect of poor internationalization speed and the moderating effect of offline social networks on both.The results of the paper show that:Businesses leave cross-border e-commerce platforms due to the gap between the host country system and the intermediary function of the slow speed of online and offline globalization.And countries with lower institutional quality are more resistant to expansion.To a certain extent,the diversity and size of offline social networks can mitigate the effects of slow internationalization speed on the demise of cross-border ecommerce platforms.The research results provide more direct evidence for enterprises to use cross-border e-commerce in a differentiated institutional environment,and provide a reference for enterprises to develop offline social network resources in the context of digital globalization.Combining theory and empirical evidence,this paper empirically proves that institutional distance affects international expansion by affecting the speed of internationalization.It unlocks the "black box" for companies using the platforms of cross-border e-commerce for global growth.This study examines the factors that contribute to the detrimental effects of slow internationalization on cross-border e-commerce firms.It also distinguishes the sample into high institutional quality and low institutional quality,clarifies the important role of offline social network as an intangible resource,puts forward practical suggestions for crossborder e-commerce enterprises to better achieve international expansion and runs out of "acceleration",and it offers potential directions for additional study.