Network Embeddedness Of Destination Countries,Localized Service Ability And Cross-border B2C Export Enterprises Performance: Perpective Of The Oversea Storage Strategy

With the rapid development of network information technology and the deepening of the "Internet + foreign trade" action plan,cross-border e-commerce is becoming an increasingly important way of export trade.In recent years,the state has issued related policy documents to actively encourage and support the development of cross-border e-commerce export enterprises.With the strong support of government policies,cross-border e-commerce export enterprises have been rapidly developed and they have sprung up a number of highly dynamic enterprises such as OSELL,AliExpress.However,as the scale of cross-border e-commerce export business grows and the scope of distribution expands,a series of problems have also been exposed.Such as lack of adequate understanding of the foreign consumer market may lead to products unsalable.Difficult to embedded distribution network of target countries may make distribution channel inefficient.Complex international trade environment may bring the coordination challenges of frequent conflict and dispute.Therefore,how to solve the above problems effectively and significantly improve cross-border B2C export enterprises performance has become a hot issue.In recent years,overseas storage is a localized service strategy which is actively explored by cross-border e-commerce export enterprises.At the practical level,many enterprises realize that overseas storage facilitate cross-border e-commerce export and enhance the competitiveness of cross-border e-commerce export enterprises.At the theoretical level,some scholars have made the preliminary research about the connotation?types and function of overseas storage and the influence of overseas storage on cross-border e-commerce export.But in general,the research about overseas storage is still in initial stage.Overseas resources have a very important role in cross-border B2C export enterprises,and network embeddedness is the most effective way to obtain resources.The research about network embeddedness and enterprise performance undoubtedly provides a new way to solve the above problems.Based on the theory of multiple network embeddedness and enterprise internationalization,the paper systematically defines and measures network embeddedness of destination countries at the basis of oversea storage strategy including local knowledge embeddedness,commercial relation embeddedness and political relation embeddedness,and localized service ability including localized logistics service ability,localized distribution service ability and localized conflict coordination ability.According to the basic logic of "network embeddedness of destination countries?localized service ability?cross-border B2C export enterprise performance",the paper depicts a correlation model of network embeddedness of destination countries based on oversea storage strategy and cross-border B2C export enterprise performance.On the basis of literature research and field investigation,this paper designs a questionnaire.The study collects 195 valid data.The paper makes regression analysis to test the model by SmartPLS.The paper amends the model according to the corresponding results.Finally,according to the research results,the paper puts forward the corresponding management inspiration and points out the shortcomings of this research and the direction of future research.Main findings of the study are following:(1)The influences of network embeddedness of destination countries's three dimensions at the basis of oversea storage strategy on cross-border B2C export enterprises performance are various.Political relation embeddedness's effect is in the first place,commercial relation embeddedness's influence is in the second place,local knowledge embeddedness 's influence is in the least place.(2)The influences of network embeddedness of destination countries's three dimensions on localized service ability are various.Local knowledge embeddedness only has influences on localized logistics service ability.Commercial relation embeddedness has significant positive influences on localized service ability.Political relation embeddedness has significant positive influences on localized service ability.(3)Localized service ability have significant effects on cross-border B2C export enterprises performance.Localized distribution service ability's effect is in the first place,localized conflict coordinationability's effect is in the second place,and localized logistics service ability's effect is in the least place.(4)Localized service ability mediates the effects of commercialrelation embeddedness on cross-border B2C export enterpriseperformance and political relation embeddedness on cross-border B2C export enterprise performance.Localized logistics service ability mediates the effects of local knowledge embeddedness on cross-border B2C export enterprise performance.Localized distribution service ability and localized conflict coordination ability unmediates the effects of local knowledge embeddedness on cross-border B2C export enterprise performance.