流通分野における電子商取引の拡大：中国における実証分析のレビュー

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  • リュウツウ ブンヤ ニ オケル デンシ ショウトリヒキ ノ カクダイ : チュウゴク ニ オケル ジッショウ ブンセキ ノ レビュー

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Abstract

The purpose of this study is to review trends in empirical research on e-commerce (EC) in the distribution sector, particularly in China, based on the reality of EC, which is expanding rapidly worldwide and becoming a driving force behind the distribution revolution. Using Google Scholar to search for articles, we extracted and reviewed 24 prior studies from 2004 to 2022, which revealed the following points that (1) early analyses focused primarily on the convenience and reliability of the platform for consumers and SMEs using EC, trust in the transaction itself, attitudes toward risk, and the influence of culture and values on the transaction. In addition, the data used in the analysis were based on questionnaire surveys. (2) In 2010 and later, however, national and corporate data has been developed, and macro analysis of the impact of EC on national and regional economies, or time-series analysis of consumer purchasing behavior using big data provided by Taobao, a major EC company, has been conducted. (3) Finally, most recently, an empirical analysis of new EC using live streaming services has been conducted.

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