互联网搜索、需求适配性与跨境电商出口被引量：15

Internet Search,Demand Compatibility and Exports of Cross-border E-commerce

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摘要随着数字贸易中差异化偏好的地位不断提升,如何改善供给体系对需求的适配性已成为我国推进高水平对外开放的关键问题。本文采用百度指数和跨境电商数据,首次基于需求适配性视角,系统探讨了互联网搜索对我国跨境电商出口的影响。研究结果表明:互联网搜索既能提高偏好识别效率,也能助力有效供给的增加,因此能通过提升需求适配性促进跨境电商出口,并影响其出口模式,包括提高拓展边际、集约边际、数量边际和新出口概率,以及降低价格边际;进一步分析显示,由于互联网搜索提升需求适配性的效果存在国家和行业异质性,当出口方搜索目的国的收益更高或所在行业对偏好信息的响应速度更快时,互联网搜索对跨境电商出口的积极作用均能得到放大。上述结论表明,为进一步提升互联网搜索等数字技术对深化供给侧结构性改革、做强做优做大数字经济等战略的积极作用,政府在助推企业识别消费者偏好信息的同时,也要促进智能制造技术的普及。 As the significance of differentiated preferences in digital trade continues to rise,improving the compatibility of the supply system to meet these preferences has become a crucial issue for China in advancing its high-level openness to the outside world.This paper,utilizing the Baidu Index and cross-border e-commerce(CBEC)data,systematically explores,for the first time,the impact of Internet search on China's CBEC exports from the perspective of demand compatibility.The research findings indicate that Internet search not only enhances preference recognition efficiency but also facilitates an increase in effective supply.Therefore,it promotes CBEC exports by enhancing demand compatibility and influences export patterns,including raising extensive margin,intensive margin,quantity margin,and probability of new export,as well as lowering price margin.Further analysis reveals that the effects of Internet search in improving demand compatibility exhibit national and industry heterogeneity.When exporters stand to gain more from searching their destination countries or when their industries respond more swiftly to preference information,the positive impact of Internet search on CBEC exports is amplified.These conclusions demonstrate that,to further the positive effects of digital technologies such as Internet search in deepening supply-side structural reforms and strengthening the digital economy,the government should not only facilitate businesses in identifying consumer preference information but also promote the widespread adoption of intelligent manufacturing technologies.

作者马述忠张道涵潘钢健 MA Shuzhong;ZHANG Daohan;PAN Gangjian

机构地区浙江大学中国数字贸易研究院

出处《国际贸易问题》 CSSCI 北大核心 2023年第9期52-70,共19页 Journal of International Trade

基金国家自然科学基金面上项目“跨境电商推进我国数字贸易强国建设研究”(71973120)。

关键词互联网搜索跨境电商需求适配性消费者偏好智能制造 Internet Search Cross-border E-commerce Demand Compatibility Consumer Preference Intelligent Manufacturing

分类号 F752.65 [经济管理—国际贸易]

作者简介马述忠:浙江大学中国数字贸易研究院教授;张道涵:浙江大学中国数字贸易研究院博士研究生;通讯作者:潘钢健,浙江大学中国数字贸易研究院博士后,电子信箱pangangjian@zju.edu.cn。