| Cross-border e-commerce,as a key new mode of foreign trade,has emerged as a new function of China’s foreign trade development and a new channel for transformation and upgrading,both of which are critical to China’s high-quality foreign trade development.As a comprehensive pilot zone for cross-border e-commerce in China,Nantong has a good momentum in the overall development of cross-border e-commerce,but its traditional advantageous industry,household textile industry,still lags behind in cross-border e-commerce development,especially small and micro household textile enterprises lack the will to transform into cross-border e-commerce.It is of great practical importance to explore the reasons behind this and to propose countermeasures.This dissertation takes small and micro home textile enterprises in Nantong as the research object,and uses a combination of field research and questionnaire survey to analyze the factors influencing the willingness of small and micro home textile enterprises in Nantong to transform cross-border e-commerce.Firstly,establishing a theoretical model of factors influencing the willingness of Nantong small and micro household textile enterprises to transform cross-border e-commerce,proposing research hypotheses,designing a scale according to the research hypotheses,and distributing a questionnaire to understand the participation of cross-border e-commerce in the small and micro household textile industry in Nantong;Secondly,conducting a descriptive statistical analysis of the willingness of enterprises to participate in cross-border e-commerce by combining the data collected from the questionnaire,and conducting a descriptive statistical analysis of the enterprises’ willingness to participate in cross-border e-commerce with the data.Eliminating the factors that do not have a significant impact after a correlation analysis of the factors that affect the enterprises’ willingness to transform.The Ordered Probit regression model is used to analyze the other factors,and then justifying the research hypothesis;Finally,we put forward suggestions for promoting the smooth transformation of Nantong household textile industry into cross-border e-commerce development based on the successful transformation experience of other industries of the same type.The dissertation finds that the frequency of cross-border e-commerce promotion,the recognition of logistics channels,the level of training of cross-border e-commerce talents,the size of enterprises and the education level of traders have significant positive effects on the propensity of domestic small and micro enterprises to engage in e-commerce in Nantong;the ease of learning,the degree of understanding of cross-border e-commerce use,the type of products produced,and the age of business operators have significant negative effects on the willingness of home textile enterprises in Nantong to transform into e-commerce;while cross-border e-commerce has significant negative effects on the willingness of home textile enterprises in Nantong to transform into e-commerce.The degree of ease of learning and operation,the degree of understanding of cross-border e-commerce use,the type of products produced and the age of business operators have significant negative effects on the willingness of Nantong home textile enterprises to transform into e-commerce;while the degree of recognition of cross-border e-commerce profitability and brand building do not have significant effects on the willingness of enterprises to transform.The frequency of cross-border e-commerce policy publicity,the ease of learning and operation,the level of talent training,the recognition of logistics channels and the types of products produced have a greater influence.In response to the lack of dynamism in the development of cross-border e-commerce in Nantong’s domestic textile industry,this dissertation proposes countermeasures at both the government and enterprise levels to promote the development of cross-border e-commerce in Nantong’s domestic textile industry,as follows:(1)the government should strengthen policy information guidance,increase publicity and ensure that policy publicity is in place;(2)encourage the development of supporting industries,improve the logistics system,and encourage enterprise collaboration in the construction of overseas warehouses;(3)Focus on product production,enhance brand awareness,establish enterprises’ own brands and strengthen the competitiveness of products;(4)regularly offer practical operation courses to enhance merchants’ ability to operate cross-border e-commerce independently. |
