UTILIZING CROSS-BORDER E-COMMERCE TO PROMOTE ECONOMIC SUSTAINABLE DEVELOPMENT: LESSONS LEARNED FROM CHINA’S TRIAL ZONES

Abstract

Background of the Study: Cross-border e-commerce has undergone substantial growth, transforming international trade by enabling direct transactions between businesses and consumers across national boundaries. As governments progressively implement policies to regulate this expanding digital marketplace, enterprises are faced with the challenge of adapting their strategies to comply with evolving regulatory frameworks. Furthermore, consumer behaviour significantly impacts trends within the cross-border e-commerce domain, shaping both business decisions and policy developments. Purpose: This study seeks to examine the influence of policy changes on cross-border e-commerce operations, with a particular focus on how such changes affect enterprise decision-making, consumer purchasing behaviour, and the efficacy of regulatory measures. Through an investigation of the interrelationship between government policies, business strategies, and consumer behaviour, the research aims to offer insights into the challenges faced by businesses in adapting to frequent policy shifts and the subsequent impact on consumer behaviour. Method: A quantitative research approach was adopted, employing a survey-based methodology to collect data from businesses engaged in cross-border e-commerce and consumers. Statistical analyses, including regression and mediation techniques, were utilised to explore the relationships between policy changes, enterprise decision-making, and consumer purchasing behaviour. Findings: The study revealed that policy changes have a significant impact on both business decision-making and consumer purchasing behaviour, with market competition, tax policies, and experimental zones identified as key factors influencing these outcomes. Originality/Significance: This research offers valuable insights into the regulatory mechanisms shaping cross-border e-commerce and contributes to the academic literature by examining the intricate relationship between policy, business strategy, and consumer behaviour within a global digital marketplace.