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论文编号：	13742
作者编号：	1120176022
上传时间：	2022/12/11 14:59:57
中文题目：	跨境电子商务采纳的影响因素之实证研究（阿拉伯地区在华中小企业的案例）
英文题目：	An Empirical Study on Influencing Factors of Cross-Border E-Commerce Adoption (The Case of Arab SMEs in China)
指导老师：	侯文华教授
中文关键字：	跨境电子商务；技术；组织；环境；中小企业
英文关键字：	Cross-Border E-Commerce；Technology；Organization；Environment； SMEs
中文摘要：	随着技术的快速发展，全球各地的组织正在采用最新技术来提高效率，降低成本，并轻松进入新市场和客户。因此，采用最新的技术工具和系统已成为管理层关注的问题。高速互联网在全球范围内的可用性有助于人们在线交换商品和服务。这种在网上买卖产品和服务的业务称为电子商务。在当前的新型冠状病毒肺炎流行之后，这种趋势发展得更快，人们和密切的互动变得非常有限。在这种情况下，技术拯救了人类，因为人们现在比以往任何时候都更多地使用它来进行沟通，购物和其他必要的互动。 电子商务为消费者、供应商、商家、营销、售后、客户服务、采购等提供了具有成本效益的平台和接触点。这种广泛的增长不仅限于一个国家。 由于互联网在全球范围内的普及，消除了不同国家之间的界限。 这种现象称为跨境电子商务 (CBEC)，跨境电商是一种进入不同国家和市场的全新创新方式。 它正在获得巨大的发展势头，特别是在中国，因为中小企业面临着激烈的竞争和难以在当地市场获得新客户。中小企业 (SME) 被认为是经济的支柱，因为它们在促进农村和城市经济以及适应不断变化的情况的灵活性方面发挥着催化剂的作用。跨境电子商务被认为是中小企业作为进入新市场和接触新客户的工具的生命线。跨境电子商务比传统的国际贸易形式快速，方便，效率更高。 中国被认为是CBEC的市场领导者。近几十年来，中国已成为推动和发展跨境电商的重要力量；在新型冠状病毒肺炎流行之后，这种增长轨迹甚至会进一步加快，全球禁止旅行，限制面对面的互动以及社会疏远措施几乎无处不在。由于中国的一带一路（OBOR）倡议，跨境电商的重要性有所增加。它将在一带一路国家的合资企业，连通性，商业，政策和贸易中发挥重要作用。 中国的跨境电子商务经历了持续增长，改变了传统的国际贸易方式。跨越国界的中国电子商务取得了成功的潮流。对已发表文献的回顾表明，对中国中小企业跨境电子商务的采用和使用情况进行的实证研究很少。缺乏对影响在中国采用跨境电子商务的因素的深入了解，本研究的主要目的是调查解释采用和使用跨境电子商务的关键因素在中国从事出口商业的中小企业中。本研究的具体目标包括：首先，调查影响中国中小企业采用跨境电子商务的技术因素。其次，调查影响中国中小企业采用跨境电子商务的组织因素。最后，调查影响中国中小企业采用跨境电子商务的环境因素。 为了确定影响跨境电子商务采用决策的变量之间的关系，研究人员使用在线调查收集了足够可靠的数据。该研究的重点是在中国经营的外国中小企业。调查时，目标公司在中国合法注册。被调查的关键业务类型是制造、批发、零售和贸易代理。研究样本来自 289 家公司。所有这些公司都从事出口活动。来自中国的中小型组织 (SME) 的最终样本量为 208。本研究的分析单位是公司中的关键人物。因此，它旨在收集中国外贸中小企业的外国管理者和所有者的数据。在正式推出问卷之前，进行了一项试点研究。利用技术-组织-环境 (TOE) 框架来实现研究目标。通过 Smart PLS3 软件程序运行验证性因素分析，以评估所提出模型的充分性。使用相同的软件运行结构方程模型 (SEM) 以检验提出的假设。 SPSS 22 用于进行人口统计分析。 研究结果简介如下： 首先，本研究调查了技术因素在采用跨境电子商务）中的作用。技术因素包括相对优势、兼容性、复杂性和成本。 TOE 框架用于解释潜在机制和提出的假设。使用 Smart PLS 3 软件程序使用结构方程模型 (SEM) 来测试所提出的想法。发现兼容性与跨境电商的采用呈正相关。鉴于复杂性被发现与跨境电商的采用呈负相关。该研究的结果表明，成本对跨境电商的采用没有直接影响。虽然，这一发现令人惊讶，因为它与我们提出的假设相矛盾。然而，这是对现有文献的新补充，表明成本可能不会单独影响跨境电商，其他因素作为中介参与。最后。该研究的结果表明，相对优势对跨境电商的采用没有直接影响。 其次，本实证研究还旨在借助技术组织环境框架，研究组织因素对跨境电商采用的作用。组织因素包括高层管理人员支持，公司规模，人力资源和技术资源。发现人力和技术资源直接和积极地影响跨境电商的采用。从这项研究中发现的证据突出了在采用跨境电商时技术人力资源和等级结构较少的重要性。高级管理人员还应该意识到，要创造创造力和创新文化的重要性来采用新技术，他们必须给予员工相对的自主权。更分层的控制可能会阻碍跨境电商的成功采用。因此，首席执行官和所有者必须促进更平坦和更非正式的组织。此外，结果表明高层管理人员与公司规模对采用跨境电商的作用没有产生积极影响。 最后，本研究的目的还在于考察环境因素对中国中小企业采用跨境电子商务的影响。 使用 Smart PLS 3 软件通过结构方程模型 (SEM) 分析数据。 结果表明，距离客户压力和国家/地区电子准备和支持（目标国家/地区）对采用跨境电商的决定产生积极影响。 而对于竞争压力、供应商的力量以及国家电子准备和支持（中国），我们没有发现在跨境电子商务采用的形成中起重要作用。 这项研究的必要性与以下事实同样相关：跨境电子商务是一种日益增长的实践，旨在简化国家之间的交易，无论是 B2B 还是 B2C。 中小企业有一个千载难逢的机会采用跨境电商来降低成本，提高效率，并以更少的投资快速进入新市场。 本研究的结论部分讨论了对政策制定者和企业主的一些理论和实践。
英文摘要：	With the rapid technological developments, organizations across the globe are adopting the latest technologies to bring more efficiency, cut costs, and give easy access to new markets and customers. Consequently, adopting the latest technological tools and systems has become a managerial concern. The worldwide availability of high-speed internet helps people to exchange goods and services online. This kind of business, where buying and selling products and services are taken online, is called e-commerce. This trend has progressed even faster after the current Covid-19 pandemic, where people and close interactions have become very limited. Under such circumstances, technology has come to the rescue of humankind because people are now using it more than ever for communication, buying and selling, and other necessary interactions. E-commerce provides cost-effective platforms and touchpoints for consumers, suppliers, merchants, marketing, after-sales, customer services, procurement, etc. This widespread growth is not limited to one country only. Thanks to the worldwide growth of the internet which eliminates the boundaries between various countries. This phenomenon is called Cross-Border E-Commerce (CBEC), CBEC is a new and innovative entry into a different country and market. It is gaining tremendous momentum, particularly in China as SMEs face intensive competition and difficulty in obtaining new customers in the local market. Small and medium organizations (SMEs) are considered the backbone of an economy as they play the role of a catalyst in boosting rural and urban economies and the flexibility to adapt to changing situations. Cross-border e-commerce is considered a lifeline for SMEs as a tool for entering new markets and reaching new customers. Cross-border e-commerce is fast, convenient, and more efficient than conventional forms of international trade. China is considered the market leader in CBEC. In the past couple of decades, China has become a significant force in promoting and developing CBEC; This growth trajectory would even further accelerate in the aftermath of the Covid-19 pandemic where the global ban on travel, restrictions on face-to-face interactions, and social distancing measures were taken almost everywhere. The importance of CBEC has increased due to China's One Belt One Road (OBOR) initiative. it will play an influential role in growing joint ventures, connectivity, business, policies, and trade across OBOR countries. China's cross-border e-business has experienced continued growth, altering the traditional methods of international trade. There has been a rising tide of success for Chinese e-commerce that spans international borders. A review of the published literature showed that there is little empirical research conducted on cross-border e-commerce adoption and usage among SMEs in China. The existing CBEC research has so far concentrated on the logistical aspect, behavioral perspective, its economy’s effects and supply chain aspects. Therefore, it is evident that the existing studies have left some grey areas while conducting their research on CBEC. Due to the lack of insight into factors impacting the adoption of cross-border e-commerce in China, particularly among foreign SMEs, the main objective of this study was to investigate the key factors explaining the adoption and usage of cross-border e-commerce among SMEs in the exporting sector in China. The specific objectives of this study include the following: First, to investigate the technological factors that influence the adoption of cross-border e-commerce by small and medium-sized businesses in China. Second, to investigate the organizational factors that affect the adoption of cross-border e-commerce by small and medium-sized companies in China. Finally, to investigate the environmental factors that influence the adoption of cross-border e-commerce by small and medium-sized businesses in China. To identify the relationship between the variables that influence the decision to cross-border e-commerce adoption, the researchers used an online survey to collect enough reliable data. The study focused on foreign SMEs operating in China. The firms of interest were registered legally in China at the time of the survey. The critical business sectors investigated were manufacturing, wholesale, retail, and trade agent. The study sample was drawn from a population of 289 firms. All of these firms are dealing with exporting activities. A final sample size of 208 was recorded from Small and Medium Organizations (SMEs) in China. The unit of analysis for this study is the critical person in the company. Therefore, it was designed to collect data from foreign managers and owners of foreign trade SMEs in China. Before the formal launching of the questionnaire, A pilot study was conducted. The Technology-Organizational-Environment (TOE) framework was utilized to achieve the research objectives. Confirmatory factor analyses were run through the Smart PLS3 software program to assess the proposed model's adequacy. The same software was used to run structural equation modelling (SEM) to test the proposed hypotheses. SPSS 22 was used to perform the demographic analysis. A brief introduction of research findings as the following: First of all, this study investigated the role of technological factors in adopting Cross-Border E-Commerce (CBEC). Technological factors include relative advantage, compatibility, complexity, and cost. TOE framework was used to explain the underlying mechanisms and the proposed hypotheses. Structural equation modelling (SEM) was used using the Smart PLS 3 software program to test the proposed ideas. Compatibility was found to be positively related to CBEC adoption. Whereas, complexity was found to be negatively associated with CBEC adoption. The study's findings suggest that cost has no direct impact on CBEC adoption. Although, this finding is surprising because it contradicts our proposed hypotheses. However, it is a new addition to the existing literature that suggests that cost may not impact CBEC in isolation and that other factors are involved as intermediaries. Finally. The study's findings suggest that relative advantage has no direct impact on CBEC adoption. Secondly, this empirical study also aimed to examine the role of organizational factors on CBEC adoption with the help of technology-organization-environment framework. Organizational factors include top management support, firm size, human resources and technological resources. It was found that human and technical resources directly and positively impact CBEC adoption. The evidence found from this study highlights the importance of skilled human resources and less hierarchical structures at the time of the adoption of CBEC. senior managers should also realize that they must give relative autonomy to their employees if they want to create a culture of creativity and innovation and adopt new technologies. More hierarchical control may hinder the successful adoption of CBEC. Hence, CEOs and owners must promote flatter and more informal organizations instead of many hierarchies or formalities. Furthermore, the role of top management support on firm size on CBEC adoption was not supported. Finally, The purpose of this study was also to examine the influence of environmental factors on the adoption of cross-border e-commerce (CBEC) on SMEs in China. Data were analyzed via Structural Equation Modelling (SEM) using Smart PLS 3 software. The results indicate that distance customer pressure and country E-readiness & support (The targeted Country) positively impact the decision to CBEC adoption. Whereas for competitive pressure, supplier's force, And country E-readiness & support (China), we did not find a significant role in the formation of cross-border e-commerce adoption. The need for the study is equally relevant to the fact that cross-border e-commerce is a growing practice aimed at easing transactions between countries whether B2B or B2C. SMEs have a golden opportunity to adopt CBEC to reduce cost, increase efficiency, and quickly enter new markets with less investment. Several theoretical and practical for policymakers and business owners implications are discussed in the concluding part of this research.
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