Fang Ziyao, Tang Dexin, Chen Liang, Pei Rongyu, Liu Ziyang, Journal of Internet Computing and Services, Vol. 26, No. 2, pp. 117-130, Apr. 2025
10.7472/jksii.2025.26.2.117, Full Text:  HTML
Keywords: structural equation modeling, rural cross-border e-commerce development, influencing factors, inter-factor relationships

Abstract

In recent years, China has witnessed a surge in the growth of cross-border e-commerce, which has emerged as a pivotal driver of foreign trade expansion. This research delves into the burgeoning field of rural cross-border e-commerce, aiming to elucidate the pivotal factors that shape its development and the intricate relationships among them. Employing a structural equation model, the study investigates the influence of four primary factors: resource support, high-impact enterprises, policy backing, and cross-border e-commerce capital. The findings indicate that resource support significantly fosters the growth of high-impact enterprises, which in turn positively affect policy support and the accumulation of cross-border e-commerce capital. Notably, there is no direct impact path observed between government support and rural cross-border e-commerce capital. This research not only offers novel empirical evidence for the theoretical exploration of rural cross-border e-commerce but also provides valuable insights for policymakers and corporate strategists. These findings are instrumental in fostering the robust and sustainable growth of rural cross-border e-commerce.

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