중국 화장품제조기업의 글로벌 전자상거래 플랫폼 활용이 수출성과에 미치는 영향에 관한 연구

초록

Research Purpose: The purpose of this study was to investigate the impact of cross-border e-commerce(CBEC) platform utilization by a cosmetics manufacturing company on export performance. Research Methods: Based on a review of prior studies, hypotheses were formulated and survey items were developed. A survey on the utilization of cross-border e-commerce platforms was conducted among cosmetics manufacturing companies located in Guangdong, China, resulting in 310 valid survey responses. The research findings were derived using CB-SEM. Results in Research: Customer-business interaction, logistics safety, and timely information were found to have a positive impact on CBEC platform utilization. Moreover, the utilization of CBEC platforms by cosmetics manufacturing companies showed a significant positive influence on export performance. Research Conclusion: Cosmetics manufacturing companies appear to utilize CBEC platforms to enhance customer-business interaction, ensure logistics safety, and access timely information. The utilization of CBEC platforms by Chinese cosmetics manufacturing companies has been shown to improve export performance, indicating that such utilization can lead to a competitive advantage.

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