摘要
基于品牌理论与顾客价值理论的多重理论解释框架,试图探索多种因素对中国品牌在亚马逊平台获得竞争优势的组合路径。通过调研亚马逊平台上的36个中国跨境电商品牌,使用模糊集定性比较分析方法(fsQCA)进行分析,研究表明:(1)中国品牌在跨境电商平台获得竞争优势是多种因素综合作用的结果;(2)科技创新力、产品感知质量、来源国形象、价值让渡、品牌社区参与是对应不同路径下的核心因素;(3)从不同条件的组合效应来看,推动中国品牌获得竞争优势存在三种较为典型的路径:顾客价值型、质量领先型和国家品牌型。
Based on the multiple theoretical interpretation framework of brand theory and customer value theory,this paper attempts to explore the combination paths of various factors to Chinese brands'competitive advantage on Amazon platform.By investigating 36 Chinese cross-border e-commerce brands on Amazon platform,and using qualitative comparative analysis(fsQCA)method,results show that,first,Chinese brands'competitive advantage in cross-border e-commerce platform is the result of a combination of multiple factors.Second,technological innovation,manufacturing ability,country brand image,value delivery and customer engagement are the core factors under the corresponding different paths.Third,from the combined effect of different conditions,there are three typical paths to promote the competitive advantage of cross-border e-commerce of Chinese brands:customer value-based,quality-based and national brand-based.
作者
宋晶
李琪
徐晓瑜
SONG Jing;LI Qi;XU Xiao-yu(School of Economics and Finance,Xi'an Jiaotong University,Xi'an 710061;College of Concord,Fujian Normal University,Fuzhou 350117)
出处
《软科学》
CSSCI
北大核心
2023年第7期118-125,共8页
Soft Science
基金
国家社会科学基金项目(19CGL066)
作者简介
宋晶(1984-),女,福建泉州人,博士研究生、副教授,研究方向为电子商务与数字经济;李琪(1955-),男,重庆人,博士、教授,研究方向为电子商务与网络经济;通讯作者:徐晓瑜(1984-),女,云南昆明人,博士、副教授,研究方向为电子商务与数字经济。
