摘 要伴随着近年来跨境电子商务的迅猛发展，通过跨境电子商务从事外贸活动成为中小企业新兴却也至关重要的交易模式。庞大的国内外用户基础以及电子商务在全球范围内的普及都为中小企业开展跨境电子商务交易奠定了强有力的基础。跨境电子商务本身的“钱景”也越来越光明，但是由于中小企业受自身资金、技术、人力等要素的制约，建立自有电商平台可行性较低。因此，通过第三方跨境电子商务平台参与跨境贸易是中小企业以相对较低的成本参与国际竞争中最为直接有效的方式。88858

鉴于此，本文结合前人的相关研究，基于中小企业选择第三方跨境电商平台影响因素的角度，对三个典型第三方跨境电商平台进行了介绍。并综合技术接受模型与感知风险理论，对中小企业选择第三方跨境电商平台影响因素进行了调查与分析。且对需要利用第三方跨境电商平台从事外贸活动的中小企业提出了关注第三方跨境电商平台实时动态、制定运营策略合理利用平台资源、提高管理人员决策水平等相关建议。

Abstract：With the rapid development of cross-border e-commerce in recent years, through cross-border e-commerce in foreign trade activities to become small and medium enterprises but also important trading model。 A huge domestic and foreign user base and the popularity of e-commerce in the global scope for small and medium enterprises to carry out cross-border e-commerce transactions laid a strong foundation。 Cross-border e-commerce itself, "money King" is also more and more bright, but because of small and medium enterprises by their own funds, technology, human and other factors, the establishment of self-power platform is less feasible。 Therefore, participation in cross-border trade through a third-party cross-border e-commerce platform is the most direct and effective way for SMEs to participate in international competition at a relatively low cost。

In view of this, this paper introduces three typical third-party cross-border electric business platform based on the relevant research of predecessors, based on the influencing factors of the choice of third-party cross-border electricity business platform。 And the comprehensive acceptance model and the perceived risk theory are adopted to investigate and analyze the influencing factors of the third party cross-border electric business platform。 And the need for the use of third-party cross-border electricity business platform for small and medium enterprises engaged in foreign trade activities focused on third-party cross-border electricity business platform real-time dynamic development strategy to rational use of platform resources to improve management decision-making level and other related recommendations。源Q于D优G尔X论V文Y网wwW.yOueRw.com 原文+QQ75201`8766

关键词：中小企业; 跨境电子商务; 第三方跨境电商平台; 影响因素

Keyword: Small and Medium Enterprises；Cross-border business;  Third party cross-border e-commerce platform； Influencing Factors

目 录

引言： 6

1。文献综述 6

1。1关于跨境电子商务的相关研究 6

1。2关于第三方跨境电商平台的相关研究 7

1。3关于中小企业开展跨境电子商务的相关研究 7

2。中小企业利用第三方电子商务平台开展跨境电子商务概述 7

2。1跨境电子商务概述 7

2。2第三方跨境电子商务平台概述 8

3。相关理论概述