The Influence Of Host Country's Attraction Level On Chinese Cross-border E-commerce Export

In the era of "Internet +",China's cross-border e-commerce has been developing rapidly,and export occupies the dominant position.In the process of cross-border e-commerce exports,the choice of the host country is an important problem.In order to help our cross-border e-commerce to better develop the international market,this thesis mainly studies the relationship between attractiveness level of the host country and the export of China's cross-border e-commerce.In addition,this thesis also tries to find out the important factors affecting cross-border e-commerce export.This thesis firstly analyzes the research status of cross-border e-commerce and national attraction,including definition and influencing factors,and then discusses the mechanism relationship between cross-border e-commerce and national attraction based on signal theory.On this basis,this thesis constructs an index system to evaluate the attractiveness of the country in five dimensions,including the size of the market and economic growth,cost,logistics,information and risk,and uses the Principal Component Analysis to assign weights to each index,and then calculates the national attractiveness level of each country.The results show that countries at the top of the list include the United States,Germany,the Netherlands,etc.Most of them are mature markets with perfect infrastructure and high level of economic development.These markets are more attractive to investors,and emerging markets such as Korea,Czech Republic are also worthy of attention.After obtaining the national attractiveness level of different countries,this thesis establishes an appropriate linear regression model to verify the relationship between the national attractiveness level of the host country and the export of China's cross-border e-commerce,and then further finds out the indicators that play an important role in the export of cross-border e-commerce through the regression analysis.The study shows that there is a positive correlation between national attractiveness of the host country and the export of Chinese cross-border e-commerce.That is to say that attractive countries are more likely to be chosen as host countries by cross-border e-commerce exporters.Among the indicators of national attractiveness,the ability and quality of logistics services have the greatest impact on cross-border e-commerce exports,followed by laborforce,information development index and the share of imports and exports in GDP.Finally,based on the above analysis,the thesis puts forward some suggestions,including selecting proper trade partners,optimizing logistics service capability and quality,optimizing and upgrading export commodity structure and so on.