什么样的电子商务环境产生高电子商务采纳率？——基于71个国家的fsQCA分析

全球电子商务发展不均衡,尤其国家间电子商务采纳率存在明显差异。如何激活电子商务市场已成为各国特别是电子商务采纳率较低的国家亟须解决的重要问题。文章基于信息生态理论,整合了国家信息生态四类核心要素,采用基于组态视角的模糊集定性比较分析方法(fsQCA),以全球71个国家为样本,探索国家信息生态要素驱动高电子商务采纳率的因果复杂机制。研究发现：(1)单个国家信息生态要素不构成高电子商务采纳率的必要条件,但较高的经济发展水平、兼容的社会文化基础设施环境和政府强有力的政策支持在产生高电子商务采纳率方面起着更普遍的作用;(2)产生高电子商务采纳率的国家信息生态有2类,即政府扶持下依托社会文化基础设施的法律驱动型和政府扶持下依托社会文化基础设施的技术驱动型;(3)优越的技术环境和有效的法律环境在实现高电子商务采纳率的过程中互为替代关系;(4)产生非高电子商务采纳率的国家信息生态有3类,且与产生高电子商务采纳率的国家信息生态存在非对称关系。

What Kind of E-commerce Environment Generates High E-commerce Adoption Rate: A fsQCA Analysis Based on 71 Countries

The development of global e-commerce is not balanced. The adoption rate of e-commerce among countries is significantly different. How to activate the e-commerce market has become an important problem for urgent solution, especially in countries with low e-commerce adoption rate. Based on the information ecology theory, this paper integrates the four core elements of national information ecology, adopts the fuzzy set qualitative comparative analysis method (fsQCA) from the configuration perspective, and takes 71 countries or regions around the world as samples to explore the causal complex mechanism of national information ecology factors driving high e-commerce adoption rate. The study finds that: (1) ecological elements of single country information do not constitute a necessary condition for high e-commerce adoption rate, however, a higher level of economic development, compatible social and cultural infrastructure environment and strong government policy support play a more general role in producing high e- commerce adoption rate. (2) There are two types of national information ecology leading to high e-commerce adoption rate, namely, the legal-driven type relying on social and cultural infrastructure under government support and the technical-driven type relying on social and cultural infrastructure under government support. (3) Superior technical environment and effective legal environment are substitutes for each other in the process of realizing high e-commerce adoption. (4) There are three types of national information e-cology leading to non-high e-commerce adoption rate, and there is an asymmetric relationship between them.