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題名：“一帶一路”倡議下跨境電商驅動因素與障礙研究
作者：趙文渲
作者(外文)：Wen Xuan Zhao
校院名稱：長庚大學
系所名稱：企業管理研究所博士班
指導教授：張錦特
學位類別：博士
出版日期：2019
主題關鍵詞：中國大陸；跨境電子商務；“一帶一路”倡議；China’s Mainland；Cross-border E-Commerce；Belt and Road Initiative
原始連結：連回原系統網址new window
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本文旨在“一帶一路”倡議（BRI）政策下研究中國大陸跨境電子商務（CBEC）的障礙和驅動因素。更具體地說，通過梳理以前的研究認為它將對整個“一帶一路”沿線國家跨境電子商務的進一步發展產生特殊的影響。 BRI對電子商務的重要貢獻為物流運營和基礎設施提供了可喜的機遇。因此，本文提出的方法旨在擁抱“一帶一路”倡議的觀點的同時研究CBEC的驅動因素和挑戰。在對文獻進行系統回顧的基礎上，確定了CEBC決定因素，並在BRI特定案例中對決定因素進行了實證研究。這項研究首次採用整體方法來研究影響CBEC的因素，並且為了產生相當複雜的經驗證據，研究的範圍縮小了中國大陸CBEC的B2B和B2C範圍。通過回歸分析了從大樣本中收集的數據，以檢驗研究假設。這項研究表明，在B2C環境中，與社會和IT相關的因素在推動CBEC購買意願方面非常重要，而在B2B環境中，最重要的因素是技術相關因素，基礎架構相關因素和高層管理支持，其次是國家形象。因此在BRI倡議下，調查結果將進一步討論，並給出建議。
This thesis seeks to delve into the deep investigation of barriers and drivers for the CBEC of China’s Mainland. More specifically, the research focuses on examining the Belt and Road Initiative (BRI) perspectives in terms of promising logistics opportunities. It should particularly be noted that BRI perspective hasn’t empirically be addressed in previous studies. This initiative is set forth and believed to have an exceptional impact on further advancement of CBEC across the BRI countries. The essential contribution of the BRI to the e-commerce generates promising opportunities afforded for logistic operations and infrastructure. Therefore, this proposed method aims at embracing the perspectives of BRI whilst examining the drivers and challenges for the CBEC. Based on the systematic review of literature, a set of CEBC determinants was identified, and empirical inquiry of determinants was conducted within a particular case of China’s Mainland. This study, for the first time, employs the holistic approach to investigate factors affecting the CBEC and, to generate rather sophisticated empirical evidence, the scope of research entails narrowed down and distinct B2B and B2C contexts of Chinese CBEC. Data collected from large-size samples is analyzed through partial least squares structural equation modeling to test study hypotheses. This research unveils that social and IT-related factors are highly significant in driving CBEC purchase intention in B2C context, while in B2B context, the most significant factors are technology-related factors, Infrastructure-related factors, and top-management support, followed by Country Image. The findings are further discussed, and policy recommendations are given of BRI.
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