E-commerce In China Research Articles

중국의 전자상거래정책 및 규범 논의에 관한 연구 – FTA와 RCEP을 중심으로 -

중국의 전자상거래정책 및 규범 논의에 관한 연구 – FTA와 RCEP을 중심으로 -

Effect of short video ads on sales through social media: the role of advertisement content generators

With the rapid development of e-commerce and social media in China, user-generated short video ads through social media have become very popular. However, the unique elements and phenomena for user-generated short video ads through mobile platforms have not yet been investigated. Therefore, a theoretical framework is proposed to explain the effect of user-generated social media short video ads on product sales from the perspective of advertisement sociability and vividness attributes, especially considering the moderation effect of advertisement content generators, including influencers, sellers and buyers. An empirical study using data from the Douyin platform and the Taobao e-commerce platform was conducted using dynamic panel models. The results indicate that the number of comments as one of the advertisement sociability attributes and female vividness and music vividness as two of the advertisement vividness attributes have consistently positive effects on product sales. The moderating effects of the influencer and the seller are positive for the effect of sociability on product sales, whereas the moderating effect of the buyer is positive for the effect of vividness on product sales. Thus, the best strategy to promote products through user-generated short video ads on mobile short video sharing platforms is for buyers to publish short video ads with music and a female or both a male and a female together; moreover, having a large number of comments increases product sales.

Online Shopping Behaviour among International Students from Belt & Road Countries in China

The rapid transformation of e-platforms and the growth of e-commerce in China provide consumers with the most advanced channels and creative options for buying and selling through online podium. Online shopping is categorically going to be the world's future shopping mode. Besides, The Belt and Road Initiative (BRI) of China aims to place the world on a new trajectory of higher growth and human development through the connectivity of infrastructure, increased trade, and investment. Cross-border online shopping has become one of the forthcoming prime business models through the implication of the Belt & Road Initiative. By analyzing the representative group of consumers from Belt & Road countries, this study is to explore possible guiding constraints about online shopping decisions that may assist to understand behavioral traits to cross-border online shopping. In the expansion of online shopping, consumers, particularly young people, and students play the most important role. It is, therefore, imperative for companies to investigate and consider the factors that affect the decision of students and young people to get online shopping. This paper has attempted to explore various factors that will affect the online shopping decision of consumers particularly from Belt & Road countries. During this analysis, a qualitative study approach was adopted and a sample of 105 higher education students from the Belt & Road Initiative (BRI) countries studying at Capital Normal University was drawn up. The study will ascertain the ‘Online Shopping Behaviors’ of typical consumers from BRI (Belt & Road) countries to explore a wider direction for cross-border online shopping decisions. It is discovered that online shopping makes life easier, and it is not so far that online shopping can infinitely overtake conventional physical shopping in the whole world.

Normative Study on Website Translation of Cross-Border E-Commerce in China under the Belt and Road Initiative

By analyzing website translation of cross-border e-commerce in China under the Belt and Road Initiative, this paper points out some internal factors that affect the whole translation process and also attaches great importance to the external factors. Those problems require translators not only to focus on the source text itself, but also to choose suitable translation strategies considering cultural factors. Solutions are given in accordance with functional translation theory and cultural studies, which aims at making full use of translator’s subjectivity during the translating process. By doing so can website translation of cross-border e-commerce in China make further progress, which will contribute to the development in this field and national economy.

Legal Issues about Online Sales of Agricultural Products in the Development of Rural E-commerce in China

The agricultural products such as sweet corn are one of the important exchange contents in rural E-commerce, and it is also an important way to increase farmers’ income and revitalize rural areas in China. However, there are many legal issues in the current E-commerce of online sales of agricultural products. These problems make it impossible to guarantee the various links in agricultural products. This article discusses relevant legal issues encountered in the process of online sales of agricultural products and on this basis, there are many suggestions for farmers to trade agricultural products on some trading platforms with effective laws and regulations. The purpose is to provide a certain reference for the smooth development of agricultural products in rural E-commerce.

The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention

The competition in the online shopping industry is becoming intense. Compared with creating new customers, improving customer stickiness and repurchase intention is more important for the long-term development of E-commerce enterprises. At the same time, with the development of information technology, e-commerce platforms have more multiple channels to communicate with consumers timely. Thus, Integrated Marketing Communication, which is a more effective marketing strategy to E-commerce platform, obtained more attention. The aim of this paper was to clarify the path of Integrated Marketing Communications influence on online customer’s repurchase intention. We collected data by taking 514 questionnaires of e-commerce users who have experience of online shopping in China. This paper used SPSS22.0 and AMOS24.0 data processing software to study the relationship between Integrated Marketing Communications (IMC), and customer satisfaction and online customer’s repurchase intention. The mechanism by which IMC worked in the relationship was also explored. The results showed that IMC has a significant positive effect on customer satisfaction, which has a significant positive effect on online customer’s repurchase intention. Additionally, compared with the negative direct regulation, IMC positively regulates online customer’s repurchase intention by improving online customer satisfaction experience indirectly. The online consumer satisfaction experience plays a significant mediating role of IMC and online customer’s repurchase intention. This analysis is significant. It not only confirms the positive role of IMC in the field of E-commerce in China to increase customer’s repurchase intention but also has a more comprehensive and accurate analysis of the path mechanism.

Research on the Information Tracing Model for Cross-border E-commerce Products based on Blockchain

Information asymmetry, information island, high regulatory cost, etc., emerge from the fast development of cross-border e-commerce in China, for which the blockchain, with its capabilities in information sharing, information traceability, smart contract, and so on, can play an effective role in product information tracing. Based on blockchain, this paper builds the product information tracing model using information chains of two different degrees of openness. The model includes the three major bodies of cross-border e-commerce—the supply chain alliance, the consumers and the regulatory departments, so as to produce information tracing, ensure information authenticity and integrity, and be applicable to all kinds of e-commerce platforms.

Вплив пандемії COVID-19 на процес діджиталізації світової торгівлі

The article is devoted to the study of the trend of digitalization of world trade in the context of the COVID-19 pandemic. The paper presents the dynamics of global Internet trade and its share in total trade during the period 2015-2020. The following trends were identified: the annual growth rate of e-commerce for the period 2015-2019 was approximately 20%, and in 2020 due to the pandemic COVID-19 the volume of e-commerce increased by 27.6% while reducing the total volume of retail trade by 3 %. The paper analyzes the regional division of e-commerce as of 2020. The analysis revealed that the Asia-Pacific region became the world leader in terms of sales. Also, the article provides an analysis of the growth rate of e-commerce. Based on the analysis, it is hypothesized that the COVID-19 pandemic has catalyzed a new wave of growth in e-commerce in the "old regions" – North America and Western Europe. The study shows the top ten countries in terms of e-commerce sales in 2019 and 2020. One change in the composition was revealed - instead of Russia in 2020, Spain joined the composition. The paper analyzes the changes in the volume and structure of ecommerce in China, the United States, Germany, France, Italy, the Netherlands, Greece, Poland and Ukraine. As a result of the study, it can be argued that the COVID-19 pandemic can be considered a real catalyst for further digitalization of trade.

Analysis of internet finance development trend of Chinese e-commerce enterprises based on P2P business platform model

With the fast growth of e-commerce in China, internet finance is becoming a new financing force and a sharp tool to solve the funding problems of unimportant and micro-enterprises. It is proposed a...

Media social responsibility of live delivery in public welfare communication

In the first half of 2020, due to the rapid development of COVID-19's live broadcast of e-commerce in China in a short period of time, the sudden emergence of the live webcast and the overall growth of economic growth brought about precise poverty alleviation for all regions. Some mainstream media represented by CCTV also began to join the team of webcast delivery, and achieved very effective results. Most importantly, in the whole process of live broadcasting, it also reflects certain social responsibilities, such as providing services to the society, transmitting good subjective value and humanistic care, which further promotes the country's economic construction and creates happiness and welfare for the people. This is also the media social responsibility that public welfare live broadcasting can bring.

Analysis on the Role of Service Providers in Promoting the Development of Rural E-commerce --- Take Luoyang Shanxun Company as an Example

China's rural e-commerce has developed rapidly, in recent years, but there are still many bottlenecks restricting the development, such as the imbalance of regional development, the lack of e-commerce talents, the difficulty in selling agricultural product and so on. Based on the field investigation and in-depth interview of Taobao villages in Henan Province, this paper summarizes the experience of the intermediary business represented by Luoyang Shanxun company in promoting the development of Taobao village. In the rural areas without the development gene of rural e-commerce, through the + service provider model, professional service providers can help the local government to carry out the overall planning, train talents and incubate e-businesses, and assist farmers' e-businesses in villages to solve the practical problems encountered in the operation of e-stores. The role of service providers in the development of rural e-commerce is worthy of recognition, and its advanced experience is worth promoting and learning. In the areas where the spontaneous growth ability of rural e-commerce is weak, it is necessary to introduce third-party professional service institutions. Through the empowerment of professional service providers, help villagers master the skills of e-commerce entrepreneurship and employment as soon as possible, and solve the difficult problems in rural e-commerce operation. Summing up and promoting the experience of professional service providers is helpful to the development of rural e-commerce in China.

Value-Creation Strategy of Nanjing SHEIN

As a unicorn enterprise of cross-border e-commerce in China, SHEIN has been established for 10 years and has maintained a rapid growth of 100% turnover for several years. As a natural international enterprise, the success of SHEIN in the international market can attribute to the implementation of its value creation strategy. Based on this, this paper focuses on the analysis of the low cost and differentiation strategies used by SHEIN during its international expansion, and then evaluates from the positive and negative dimensions according to the effect of strategic implementation. Lastly, this paper puts forward some recommendations and their possible impact on financial performance of the company.

The Influence of Service Quality of E-Commerce on Consumer Satisfaction Degree and Repurchase Intention: The Case of Leisure Food E-Commerce in China

In recent years, the proportion of leisure food in E-commerce platforms has kept increasing year by year for its attribute characteristics and the rapid development of E-commerce platforms, but some problems have also emerged. This paper aims at studying the influence of service quality on customer satisfaction and repurchase intention by means of specific division of service quality of E-commerce with leisure food E-commerce being an example. In this paper, the collected data is analyzed in terms of reliability and validity, factor analysis and construction of equation models in the form of questionnaires with software SPSS and AMOS. The conclusions obtained from analysis include: 1. Customers’ expectation before purchasing has a significant positive impact on consumer satisfaction. 2. The assumption that E-commerce web design has a significant positive impact on consumer satisfaction is false. 3. E-commerce logistics has a significant positive impact on consumer satisfaction. 4. The quality of e-commerce products has a significant positive impact on consumers. 5. E-commerce after-sales service has a significant positive impact on consumer satisfaction. 6. Consumer satisfaction has a significant positive impact on repurchase intention.

Research on the Effect of the COVID-19 on E-commerce in China

本研究的目的是分析新冠状病毒肺炎疫情对中国电子商务行业的影响，并针对研究提出合理的经营策略，为中国电子商务的未来发展提出参考性建议。本研究的研究方法主要是以文献数据为主，对电子商务的相关文献和数据进行分析。根据本研究的研究结果得知依靠网络通信技术的电子商务已经逐渐发展成熟稳定，但随着新冠状病毒肺炎疫情的扩散，电子商务出现了供应链断裂和资金链短缺等问题。本研究的意义在于对新冠疫情下电商行业制定积极有效的措施促进电商行业的可持续发展。 但在本研究的研究过程中发现根据电商企业规模的不同，受新冠状病毒肺炎疫情的影响也不同，所以后续研究中以中国中小型电商企业为调查对象进行问卷调查，根据数据反馈找出疫情对电商企业的影响，作为本研究数据补充。Purpose - The purpose of this study is to analyze the impact of the COVID-19 on China’s e-commerce industry, and to put forward reasonable management strategies for the future development of e-commerce in China. Design/Methodology/Approach -The research method of this study is mainly based on literature data, and analyzes the relevant literature and data of electronic commerce. Findings - According to the research results of this study, it is known that e-commerce relying on network communication technology has gradually developed mature and stable, but with the spread of COVID-19, e-commerce has problems such as supply chain breakage and shortage of capital chain. Research Implications - In the management of this paper, this study is of great significance to the development of e-commerce in China in the future.

Optimization of operation scheme for express freight railway

With the high-speed development of industrialization process and the Internet e-commerce in China, the number of the fast cargoes is increasing. The transportation demands of customer should be provided in a convenient and efficient way. However, compared to road and aviation, railway express freight network is lagging in China, the market share is relatively low, and the service is still in a low level. The operation scheme of railway express freight train can improve the railway efficiency. This paper studies the railway express freight train schemes on several related questions. They are as follows: (1) We analyze the factors of operating express freight train. (2) Based on the assumption of the shortest path for the flow of traffic, the operation scheme of express freight railways is optimized by establishing a multitarget model with making the largest railway revenue and the largest satisfaction of cargo owner. (3) The multitarget model is proposed to be converted into a single-target model. It is the case of carrying out the operation scheme in the four logistics node cities of the southwest China. The following conclusions are taken: (1) The choice method of the flow path is generally analyzed by heuristic method, which is more accurate. (2) We establish a multiobjective optimization model on the base of getting the maximum of transport revenue and satisfying the cargo owner’s demand.

Machine learning-based e-commerce platform repurchase customer prediction model.

In recent years, China's e-commerce industry has developed at a high speed, and the scale of various industries has continued to expand. Service-oriented enterprises such as e-commerce transactions and information technology came into being. This paper analyzes the shortcomings and challenges of traditional online shopping behavior prediction methods, and proposes an online shopping behavior analysis and prediction system. The paper chooses linear model logistic regression and decision tree based XGBoost model. After optimizing the model, it is found that the nonlinear model can make better use of these features and get better prediction results. In this paper, we first combine the single model, and then use the model fusion algorithm to fuse the prediction results of the single model. The purpose is to avoid the accuracy of the linear model easy to fit and the decision tree model over-fitting. The results show that the model constructed by the article has further improvement than the single model. Finally, through two sets of contrast experiments, it is proved that the algorithm selected in this paper can effectively filter the features, which simplifies the complexity of the model to a certain extent and improves the classification accuracy of machine learning. The XGBoost hybrid model based on p/n samples is simpler than a single model. Machine learning models are not easily over-fitting and therefore more robust.

Open Sesame? The Paradoxical Development of C2C E-commerce in China

In this article, I analyze the paradoxical development of consumer-to-consumer (C2C) e-commerce in China by investigating three dimensions in its ecosystem: the rent extraction of the platform capital, the labor-intensive mini-enterprises under the demand-driven supply chain of e-commerce, and the widespread commodification and dispossession. I argue that its development has deepened and broadened the exploitative relationship among various forms of labor and capital. To a great extent, although the largely unregulated development of e-commerce has created more employment and provided opportunities for some previously marginalized places and social groups, especially during the early stage, it has quickly engendered malicious competition, notorious counterfeiting, and shrinking profits and bankruptcy for mini-merchants and mini-entrepreneurs, while on top of that a few huge monopolistic e-commerce platform companies have arisen and expanded rapidly. JEL classification: O11, O33, O53, P21

Effects of determinants of dried fruit purchase intention and the related consumer segmentation on e-commerce in China

PurposeIn this study, a comprehensive theoretical framework was developed to investigate the influence of the determinants of online dried fruit purchase intention in China.Design/methodology/approachThe dried fruit eating experiences of 1,160 participants from China were collected using an online survey.FindingsSignificant differences were noted in the sociodemographic distributions among three age-based consumer segments. Furthermore, the cost of the marketing strategy had the strongest effect on online dried fruit purchase intention. Finally, different patterns of online dried fruit purchase intention were observed among the three consumer segments: consumers aged below 24 years regarded dried fruits as a new and healthy snack choice and favoured companies with high-quality communication with consumers; consumers aged 25–29 years viewed dried fruits as a healthy eating habit, reflecting their strong self-control over their lifestyle; and consumers aged over 30 years valued the convenience marketing strategies applied by dried fruit manufacturers.Originality/valueOverall, the results indicate that dried fruits are considered a niche market of snacks that provides added value for core products in the Chinese e-commerce (EC) market; therefore, developing cost-effective strategies to raise consumer awareness of dried fruits is crucial. Furthermore, marketing strategies should target different consumer segments.

Law and policy of platform economy in China

China is experiencing a phenomenal expansion of platform economy fuelled by the advancement of information and communication technologies. It has become a global frontrunner in many sectors, including commerce, finance, and entertainment. A comprehensive law and policy narrative, however, is largely absent from English academic literature. This paper seeks to fill this gap by analysing the dynamic relationship of industrial development, policy engagement and regulation construction in one of the prime sectors of platform economy: Electronic Commerce (E-commerce). China's E-commerce market rose to global dominance shortly after its origination in the mid-1990s. This paper holds that such an expeditious ascendency is nourished by carefully designed public policies. To implement these policies, also to redress information asymmetries and other pertinacious market failures, a tailored regulatory paradigm has been instigated. This regulatory paradigm manifests a new mode of polycentric, participatory, and collaborative governance that strives to balance interest disparities between various stakeholders. The dynamic relationship exemplified in China's E-commerce market would provide a valuable indication for administering other sectors of platform economy not only in China but also across other jurisdictions that openly embrace commercial innovations in the context of information technological transformation.

The spatial aggregation of rural e-commerce in China: An empirical investigation into Taobao Villages

Abstract China's rural e-commerce has been developing quickly over the last decade, and it has shown significant spatial aggregation in some areas. This paper examines this development and investigates factors that impact its spatial aggregation. The development of Taobao Villages is a typical example that reflects the fast development and spatial aggregation of rural e-commerce in villages. Thus, all the Taobao Villages that existed in China by 2017 are used as our research sample for the empirical analysis. Considering that village-level data involving long-term and large-scale observations are lacking in China, we innovatively combine report data from Alibaba, spatial data from Geography Information Systems technology, company data from web crawler technology and nighttime light data from remote sensing technology to quantify the factors of interest for each sample village. Ultimately, the consistent results of a random-effects probit model based on data about 2266 villages across six years and a negative binominal model based on cross-section data of 2092 villages demonstrates that the spatial aggregation at village-level with regard to rural e-commerce is significantly driven by the local industrial base and neighborhood effects. Interestingly, the socioeconomic conditions of the surrounding regions that villages locate in impact the spatial aggregation of rural e-commerce significantly and it presents non-linear relationship between them, but the local socioeconomic conditions of villages per se do not present significant impacts on it. This paper concludes with the policy implication for the promotion of spatial aggregation of rural e-commerce.