摘要
跨境电商平台是实现消费者跨境购买的重要途径和方式,平台竞争优势成为消费者选择不同平台进行购买的关键因素。从进口跨境电商平台的视角出发并结合其特点,依据交易主体、进口模式两个维度构建平台竞争优势的研究模型,运用列联表分析法探讨两个维度下不同因素以及因素间的匹配对平台竞争优势的影响作用。研究结果表明:跨境电商平台的商品品类因素、商品热销程度因素对其竞争优势有显著影响,且综合型电商和长尾型电商更具竞争优势;同时,混合进口模式与长尾型电商的匹配更能满足消费者的跨境购买需求并促进其对平台的使用,更有利于提升平台竞争优势。
Cross-border e-commerce platform is an important approach and way for consumers to achieve crossborder purchase,and the competitive advantages of the platform are the key fators for consumers to choose different platforms for purchase.From the perspective of import cross-border e-commerce platform and combined with its characteristics,a research model of platform competitive edge was built based on the trade subject and import mode,and the impact of different factors and the matching between them on the platform competitive edge was discussed by using contingency table analysis.The research results showed thatthe commodity category and commodity popularity of cross-border e-commerce platforms have a significant impact on their competitive advantages,and comprehensive e-commerce and long tail e-commerce have more competitive advantages and that at the same time,the matching of mixed import mode and long tail e-commerce can better meet the cross-border purchase demand of consumers and promote the use of platforms,which is more conducive to enhancing the competitive advantages of platforms.
作者
熊励
代茜
许肇然
XIONG Li;DAI Qian;XU Zhao-ran(School of Management,Shanghai University,Shanghai 200444)
出处
《价格月刊》
北大核心
2019年第9期46-52,共7页
基金
上海市人民政府决策咨询研究浦东/自贸试验区专项课题“关于深化跨境电商有关问题的研究”(编号:2017-Z-T06)
关键词
跨境电子商务
匹配
竞争优势
列联表分析
cross border e-commerce
matching
competitive advantage
contingency tables analysis
作者简介
熊励(1966.3-),女,汉,湖北武汉,博士,上海大学管理学院教授,博士生导师,主要研究方向为跨境电子商务、网络协同商务、商务智能决策;代茜(1994.12-),女,汉,河南洛阳,上海大学管理学院硕士研究生,主要研究方向为跨境电子商务;许肇然(1985.10-),女,汉,广东汕头,博士,上海大学管理学院博士后,主要研究方向为老年人信息技术接受、跨境电子商务。
