Pregledni rad

https://doi.org/10.17559/TV-20231010001012

Evaluation of the Innovation Capability of Import Borderless E-commerce Platform Based on Factor Analysis and TOPSIS Method

Yang Qiu ; College of Electronic Commerce, Yiwu Industrial & Commercial College, Jinhua, Zhejiang, China *

* Dopisni autor.

Sažetak

Borderless e-commerce originated within the international trade domain and has been significantly shaped by the societal backdrop of economic globalization and the rapid advancement of internet technologies. This evolution has given rise to numerous B2C borderless e-commerce platforms. While there has been a growing recognition of the importance of service innovation, there remains an incomplete understanding and a need for further refinement in the service evaluation system. Consequently, the scientific assessment and enhancement of service innovation capabilities have become focal points of research both domestically and internationally. Existing research has predominantly focused on the development models and challenges of import e-commerce retail platforms, with theoretical studies taking precedence. However, there is relatively limited emphasis on the evaluation and empirical analysis of service innovation capabilities in borderless e-commerce platforms. This study aims to bridge the existing research gap by constructing a scientifically accurate evaluation framework and employing statistical methods to comprehensively investigate and assess the service innovation levels of Chinese import borderless e-commerce retail platforms. To address this gap in understanding, this study has selected four import borderless e-commerce retail platforms in China as research subjects. Subsequently, an evaluation model for these import borderless e-commerce retail platforms was constructed through factor analysis to establish an evaluation index system. Then, the service innovation abilities of these four platforms were calculated and ranked within this index system using the TOPSIS model. This process facilitates a deeper exploration of the underlying reasons for their differences and provides clear developmental pathways for these platforms to bolster their service innovation capabilities. The results indicate that there exists a direct correlation between the market share and popularity of e-commerce platforms and their service innovation capabilities. Furthermore, luxury brand marketing and high market share can significantly enhance their service performance. These findings carry valuable implications for guiding the development of borderless e-commerce import platforms.

Ključne riječi

borderless e-commerce; factor analysis; import platform; service innovation ability; TOPSIS method

Hrčak ID:

316391

URI

https://hrcak.srce.hr/316391

Datum izdavanja:

23.4.2024.

Posjeta: 736 *