ABSTRACT

As a business mode, cross-border e-commerce responds to the trend of globalization. It is an effective means for numerous enterprises to open up new businesses, expand new markets, and overcome trade barriers. More and more enterprises are beginning to explore cross-border e-commerce. Notwithstanding, there is no theoretical guidance for the selection of cross-border e-commerce partners. This leads to the inefficiency of cross-border cooperation. How scientifically and rationally facilitate the inter-firm cooperation is a topic worthy intensive study. Drawing upon cognitive behavior theory, relational governance theory, and transactional cost theory, this paper examines the mechanism of corporate reputation of cross-border e-commerce on inter-firm cooperation under different levels of information sharing. Based on the analysis of the questionnaire data of cross-border e-commerce enterprises, it finds that the corporate reputation of cross-border e-commerce has a significant impact on inter-firm trust and both corporate reputation and inter-firm trust can promote inter-firm cooperation; inter-firm trust partially mediates the relationship between corporate reputation and inter-firm cooperation; with the increase of the levels of information sharing, the positive impact of inter-firm trust on inter-firm cooperation weakens. The conclusions provide theoretical basis for the selection of cross-border e-commerce partners.

摘要

作为一种商业模式，跨境电子商务顺应了全球化的趋势。是众多企业开拓新业务、拓展新市场、克服贸易壁垒的有效手段。越来越多的企业开始探索跨境电商。尽管如此，跨境电商合作伙伴的选择并没有理论指导。这导致了跨境合作的低效率。如何科学合理地促进企业间合作是一个值得深入研究的课题。借鉴认知行为理论、关系治理理论和交易成本理论，研究了不同信息共享水平下跨境电子商务企业声誉对企业间合作的影响机制。通过对跨境电商企业问卷数据的分析发现，跨境电商企业声誉对企业间信任有显着影响，企业声誉和企业间信任都可以促进企业间的信任。公司间合作；企业间信任在企业声誉与企业间合作之间起部分中介作用；随着信息共享水平的提高，企业间信任对企业间合作的正向影响减弱。该结论为跨境电子商务合作伙伴的选择提供了理论依据。研究发现，跨境电子商务企业声誉对企业间信任有显着影响，企业声誉和企业间信任均能促进企业间合作；企业间信任在企业声誉与企业间合作之间起部分中介作用；随着信息共享水平的提高，企业间信任对企业间合作的正向影响减弱。该结论为跨境电子商务合作伙伴的选择提供了理论依据。研究发现，跨境电子商务企业声誉对企业间信任有显着影响，企业声誉和企业间信任均能促进企业间合作；企业间信任在企业声誉与企业间合作之间起部分中介作用；随着信息共享水平的提高，企业间信任对企业间合作的正向影响减弱。该结论为跨境电子商务合作伙伴的选择提供了理论依据。