ABSTRACT

While cross-border e-commerce (CBEC) is booming in the world today, there are many obstacles hindering the development of the market, such as fake commodities and inferior goods, unreliable and lengthy transit times, and so on. The emergence of Internet celebrity brings new vitality to CBEC, as they build a bridge of trust between brand merchants and consumers. At the same time, the more complex CBEC supply chain with Internet celebrity involved needs to be integrated. This study propose a business-to-business-to-consumer (B2B2C) supply–demand docking business model and accordingly four incentive mechanisms (namely high-quality production incentive, Internet celebrity marketing incentive, equity sharing incentive and cooperative voting mechanism) to achieve the CBEC supply chain vertical integration. Our analysis shows that a higher commission proportion of CBEC platform results in lower quality improvement level and demand, and higher sale price and consumer experience level. We also find that joint decision-making actually realizes Pareto improvement of decentralized decision-making. Moreover, the introduction of cooperative voting mechanism ensures the fair expression of the interest demands of participants in the joint decision, providing a win-win situation for all parties. This study provides a sufficient basis for the vital role of Internet celebrity in CBEC.

摘要

跨境电子商务（CBEC）在当今世界蓬勃发展的同时，也存在诸多阻碍市场发展的障碍，如假冒伪劣商品、不可靠且中转时间长等。网红的出现为跨境电商带来了新的活力，他们在品牌商与消费者之间架起了信任的桥梁。同时，涉及网红的更复杂的跨境电商供应链也需要整合。本研究提出了企业对企业对消费者（B2B2C）供需对接的商业模式，并据此提出了四种激励机制（即优质生产激励、网红营销激励、股权分享激励和合作投票机制）来实现跨境电商供应链垂直整合。我们的分析表明，CBEC平台提成比例越高，质量提升水平和需求越低，销售价格和消费者体验水平越高。我们还发现，联合决策实际上实现了分散决策的帕累托改进。并且，合作投票机制的引入保证了参与人的利益诉求在联合决策中的公平表达，为各方提供了共赢的局面。本研究为网红在跨境电商中的重要作用提供了充分的依据。合作投票机制的引入，保证了参与人的利益诉求在联合决策中的公平表达，为各方提供了共赢的局面。本研究为网红在跨境电商中的重要作用提供了充分的依据。合作投票机制的引入，保证了参与人的利益诉求在联合决策中的公平表达，为各方提供了共赢的局面。本研究为网红在跨境电商中的重要作用提供了充分的依据。