A Study on the Impact of Strategic Orientation on International Performance of Chinese Small and Medium-sized Cross-border E-Commerce Enterprises in the Post-Epidemic Period―Focusing on the Mediating Role of Big Data Capabilities with Data from Enterpri

다국어 초록 (Multilingual Abstract)

With the development of the epidemic, the growth of traditional foreign trade has slowed down and cross-border e-commerce has grown against the trend, attracting a large number of small and medium-sized enterprises to join. However, facing the complex international market environment, many Chinese small and medium-sized cross-border e-commerce enterprises lack market insight and fail to seize the opportunity, making it difficult for them to compete in the international market. In the complex and ever-changing international market environment, enterprises with high strategic orientation will take the initiative to cultivate their big data capabilities, and small and medium-sized cross-border e-commerce enterprises can quickly integrate their internal and external resources through big data capabilities, adjust their strategies based on big data analysis, and make their strategies more in line with the changes in the market environment, so as to achieve the goal of steady growth in enterprise performance with maximum effectiveness. To this end, this paper conducted a questionnaire survey on small and medium-sized cross-border e-commerce enterprises in Hebei Province, China, and explored the relationship between strategic orientation and international performance of small and medium-sized cross-border e-commerce enterprises by using big data capability as a mediating variable. The final conclusions are: strategic orientation has a significant positive impact on the international performance of enterprises, strategic orientation can promote the development of enterprises' big data capabilities, big data capability has a partial mediating effect between strategic orientation and the international performance of small and medium-sized cross-border e-commerce enterprises. Based on the empirical results and research objectives, this paper suggests that small and medium-sized cross-border e-commerce enterprises should pay attention to the selection, cultivation and development of strategic orientations to promote a high match between their own resource advantages and external environment, they should also pay attention to the cultivation of big data capabilities, cultivate corresponding talents in enterprises and establish their own big data systems. The government should strengthen the construction of cross-border e-commerce infrastructure, promote the unification of international cross-border e-commerce rules, and standardize the cross-border e-commerce market.