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尽管中国跨境电子商务得到了国家的大力支持，发展速度甚至赶超了发
达国家，但其进出口贸易结构并不平衡，加大了跨境电子商务贸易的风险
研究跨境电子商务进出口贸易结构问题，需要对其影响因素进行分析，本文
结合国家文化维度理论和国际贸易理论，运用贸易引力模型分析文化距离对
跨境电子商务的影响，从文化视角解释中国跨境电子商务问题产生的原因，
研究内容和结论如下：
第一，文化距离对中国进口跨境电子商务存在显著性相关关系，当文化
距离作为整体变量时，对中国进口跨境电子商务存在负相关关系；当文化距
离作为五个组合变量时，权力距离维度等对中国进口跨境电子商务存在正相
关关系，集体/个人主义维度等对中国进口跨境电子商务存在负相关关系
第二，文化距离对中国出口跨境电子商务的影响有所不同，当文化距离
作为整体变量时，对中国出口跨境电子商务存在负相关关系；当文化距离作
为五个组合变量时，长短期导向维度对中国出口跨境电子商务不存在影响，
其余四个维度均对中国出口跨境电子商务存在负相关关系
第三，文化距离作为整体变量时，对中国进口跨境电子商务的影响要大
于对中国出口跨境电子商务的影响；文化距离作为五个组合变量时，各个维
度对中国进口和出口跨境电子商务的影响大小存在不同
关键词：文化距离；跨境电子商务；贸易引力模型；影响II
ABSTRACT
Since the outbreak of the global financial crisis, China
,
s traditional foreign trade
undertook a huge impact, but cross-border e-commerce is becoming stronger than
before, showing a high-speed growth trend. Meanwhile, cross-border e-commerce is
still a new foreign trade model in China, and it is still in the stage of development.
So, it will be very meaningful to research the impacts of cultural factors on China
,
s
cross-border e-commerce trade, and will also be helpful to push the development of
China
,
s cross-border e-commerce to a more fast, healthy and stable stage.
Although the pace of development of China
,
s cross-border e-commerce even
catch up with the developed countries because of the strong support from Chinese
government, There are still some problems like unbalanced import and export trade
structure, which has increased the risk of cross-border e-commerce trade. Based on
the theory of national culture dimension and international trade theory, this paper
analyzed the influences of cultural distance on cross-border e-commerce, and
explained the reasons why cross-border e-commerce problems exist from the
perspective of culture. The research contents and conclusions are as follows:
Firstly, the cultural distance has a significant correlation to the import of
cross-border e-commerce in China. When the cultural distance is taken as a whole
variable, there is a negative correlation between Chinese imports of cross-border
e-commerce. When the cultural distance is a combination of five variables, dimension
will have a positive impact on China
,
s cross-border e-commerce, and there is a
negative correlation between the collective / individual dimensions and China
,
s
imports of cross-border e-commerce.
Secondly, the impacts of cultural distance on China
,
s exports of cross-border
e-commerce are different. When the cultural distance is regarded as a whole variable,
there will be a negative impact on the export of cross-border e-commerce. When the
cultural distance is regarded as a combination of five variables, oriented dimensions
have no influence on China
,
s export cross-border e-commerce, and the remaining four
dimensions are negatively related to China
,
s exports of cross-border e-commerce.III
Thirdly, when the cultural distance is regarded as a whole variable, the impact on
China
,
s imports of cross-border e-commerce is greater than the impact of China
,
s
exports of cross-border e-commerce. When cultural distance is regarded as a
combination of five variables, the impacts of various dimensions on China
,
s imports
and exports of cross-border e-commerce are very different.
Key words: cultural distance; cross-border e-commerce; trade gravity model;
influence1
目 录
第 1 章 绪论......1
1.1 研究背景与意义........1
1.2 文献综述........3
1.2.1 关于文化距离的研究3
1.2.2 关于跨境电子商务的研究....4
1.2.3 关于贸易引力模型的研究.. 6
1.2.4 文献评述...... 7
1.3 研究内容与方法........8
1.4 创新点与不足之处....9
第 2 章 概念界定与理论基础11
2.1 相关概念界定..........11
2.1.1 文化距离......11
2.1.2 跨境电子商务..........12
2.2 相关理论基础..........13
2.2.1 文化壁垒理论..........13
2.2.2 文化亲近理论..........14
2.2.3 集聚效应理论..........14
2.2.4 交易成本理论..........15
第 3 章 跨境电子商务发展现状........17
3.1 全球跨境电子商务发展现状..........17
3.1.1 交易规模增势迅猛..17
3.1.2 地区发展存在差异..17
3.1.3 发达国家居主导地位..........18
3.1.4 新兴市场发展潜力巨大......19
3.2 中国跨境电子商务发展现状..........20
3.2.1 近年保持高速增长趋势......202
3.2.2 多种运作模式侧重布局......22
3.2.3 宏观政策环境支持..24
第 4 章 文化距离对中国跨境电子商务影响模型....26
4.1 模型选择..........
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