大数据应用对企业跨境电商出口产品质量的影响

Study on the Impact of Big Data Application on the Quality of Export Products in Enterprise Cross-Border E-Commerce

摘要: 推动大数据应用是提升企业跨境电商出口产品质量、增强国际贸易竞争力的核心动力。本文通过对上市公司年报进行文本分析，构建企业层面“大数据”应用程度指标，结合2007~2015年中国海关进出口数据库与工业企业微观数据，系统探究大数据应用对跨境电商企业出口产品质量的影响。研究发现：大数据应用能显著提升企业跨境电商出口产品质量，总资产周转率与企业规模具有正向促进作用，资产负债率则呈现抑制效应；中介效应表明，大数据应用通过促进企业技术创新从而提升企业跨境电商出口产品质量；异质性分析显示，该促进作用在国营或国有控股企业、东部地区企业中更为显著。本文结论为跨境电商行业数字化转型、国际贸易高质量发展提供了经验证据与政策参考。

Abstract: Promoting the application of big data is a core driver for enterprises to improve the quality of their cross-border e-commerce export products and enhance their competitiveness in international trade. By conducting text analysis on the annual reports of listed companies, this paper constructs an enterprise-level indicator for measuring the “big data” application degree. Combined with China’s Customs Import and Export Database and micro-data of industrial enterprises from 2007 to 2015, it systematically explores the impact of big data application on the export product quality of cross-border e-commerce enterprises. The research findings are as follows: Big data application can significantly improve the quality of cross-border e-commerce export products of enterprises; total asset turnover and enterprise scale have a positive promoting effect, while asset-liability ratio shows an inhibiting effect. Mediation effect analysis demonstrates that the application of big data enhances the quality of export products in enterprises’ cross-border e-commerce operations by facilitating corporate technological innovation. Heterogeneity analysis reveals that the aforementioned promoting effect is more prominent in state-owned or state-controlled enterprises and enterprises in eastern China. The conclusions of this paper provide empirical evidence and policy references for the digital transformation of the cross-border e-commerce industry and the high-quality development of international trade.