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| Research on the Effect of Multi-Knowledge Network Embeddedness on the Performance of Cross-Border B2C Export Enterprise |
| XIAO Liang，WANG Luya，XU Yuwen，YU Fumao |
| 1.Zhejiang Gongshang University, Hangzhou, China; 2. Zhejiang Sci-Tech University, Hangzhou, China |
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Abstract Taking cross-border B2C export enterprise as research object, this paper proposes a research model investigating the relationship between multiple knowledge network embeddedness (including local cluster knowledge network embeddedness, oversea storage network embeddedness and online knowledge network embeddedness) and enterprise performance where international market product development ability and online cross-border marketing promotion ability are taken as intermediary variables. Based on 187 valid questionnaires, the hypothesis was tested by using Smart PLS software. The research results show that there is no significant difference in the effect of online knowledge network embeddedness and local cluster knowledge network embeddedness on the performance of cross-border B2C export enterprises, moreover, the effect of online knowledge network embeddedness and local cluster knowledge network embeddedness on the performance of cross-border B2C export enterprises is significantly higher than that of oversea storage network embeddedness.
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Received: 16 April 2018
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