THE VALUE, ROLE, AND ANALYSIS OF CROSS-BORDER E-COMMERCE DEVELOPMENT IN CHINA'S IMPORT AND EXPORT ECONOMY

Abstract

The proliferation of technology, advancements in logistics, and widespread availability of internet connectivity in recent times have significantly contributed to the heightened allure and expansion of cross-border electronic commerce. The utilisation of global connectivity enables companies to reach a diverse range of consumers worldwide, thereby expanding their customer base beyond their domestic market. In addition to domestic suppliers, customers can procure a broader assortment of goods and services from international vendors, often at reduced prices. The objective of this study is to analyse the significance and function of global e-commerce in facilitating China's import and export operations. This study examines the impact of market share on the expansion of cross-border e-commerce, considering the influence of the legislative framework and competitive advantage. Additionally, this study investigates the mediating and regulating roles of consumer behaviour and economic effects in the relationship. This study employs a rigorous methodology, including a comprehensive literature review and the utilisation of quantitative research methods. The data analysed in this study is derived from a sample of 300 employees working in cross-border trade companies in China. The data is analysed using structural equation modelling (SEM). This study is grounded in the utilisation of convenience sampling, which is a non-probability sampling technique. The research findings contribute to the existing scholarly literature by providing a comprehensive understanding of the significance, operational mechanisms, and dynamics of cross-border e-commerce within China's import and export sectors. The findings of this study offer valuable insights on various strategies that can be employed to enhance market share, effectively navigate regulatory frameworks, capitalise on competitive advantages, and effectively utilise consumer behaviour and economic impact in the context of cross-border e-commerce. These findings hold practical implications for businesses, policymakers, and practitioners involved in the field of international trade.