目的国网络嵌入、本土化服务能力与跨境B2C出口企业绩效：海外仓策略的一个理论解释

为探索海外仓情境下跨境B2C出口企业绩效的提升路径，以本土化服务能力为中介解释目的国网络嵌入和企业绩效之间的关系，将目的国网络嵌入区分为知识嵌入、商业嵌入和政治嵌入三个维度，把本土化服务能力区分为本土化物流服务能力、本土化分销服务能力和本土化冲突协调能力三个维度，从而构建了“目的国网络嵌入→本土化服务能力→跨境B2C出口企业绩效”模型。基于PLS-SEM结构方程建模方法对问卷调查数据进行实证分析，研究结果表明：海外仓情境下目的国网络嵌入和本土化服务能力对跨境B2C出口企业绩效都具有显著影响；本土化服务能力在目的国网络嵌入对跨境B2C出口企业绩效的影响路径上具有完全中介作用；知识嵌入仅通过本土化物流服务能力的中介对跨境B2C出口企业绩效产生影响。

Network Embeddedness of Destination Countries,Localized Service Capacity and Cross-border B2C Export Enterprise Performance: A Theoretical Explanation on the Strategy of Overseas Storage

To explore the improving path of cross-border B2C export enterprise performance in the context of overseas storage, the relationship between the network embeddedness of destination countries and enterprise performance is explained based on the intermediary of localized service capacity. The network embeddedness of destination countries is divided into three parts, including knowledge embeddedness, commercial embeddedness, and political embeddedness. Localized service capacity is divided into three parts, including and capacities of localized logistics service, localized distribution service and localized conflict coordination. Therefore, a model of “Network embeddedness of destination countries→localized service ability→cross-border B2C export enterprise performance” is established. Based on the modelling method of PLS/SEM structure formula, the study makes an empirical analysis of the data from questionnaires. It is found that in the context of overseas storage, the network embeddedness of destination countries and localized service capacity have significant effect on cross-border B2C export enterprise performance. The effect of the network embeddedness of destination countries on cross-border B2C export enterprise performance was totally mediated by localized service capacity. The effect of knowledge embeddedness on cross-border B2C export enterprise performance was only mediated by localized logistics service capacity.