수입국의 디지털 인프라가 크로스보더 온라인 쇼핑 구매 결정에 미치는 영향 - 중국의 크로스보더 전자상거래에 기반한 근거

The digital economy has emerged as a significant driver of economic growth worldwide. The emphasis placed on advancing digital infrastructure by various nations has been on the rise, and it now serves as a crucial gauge of national prowess. This study delineates the degree of digital infrastructure development in importing countries across three dimensions: the penetration rate of information infrastructure, the level of digitization in transportation infrastructure, and the saturation of digital infrastructure. Approaching from a consumer perspective and incorporating psychological concepts such as perceived risk and perceived learning costs, this research delves into the intricate interplay between digital infrastructure and consumers' decision-making processes in cross-border e-commerce. Drawing upon a dataset of 266 million cross-border B2C logistics records from China's Shunyou Logistics Company and macro-level data from diverse sources like the World Bank and International Telecommunication Union, this study adopts the gravity model of trade as a framework. An empirical investigation employing a panel fixed-effects model is undertaken. The empirical findings reveal the following: (1) a general increase in the rate of information infrastructure penetration will foster consumers' decision-making in cross-border e-commerce; however, due to perceived risks, it will temporarily suppress the average demand; (2) enhancement in the digitization level of transportation infrastructure significantly boosts consumers' decision-making in cross-border e-commerce; (3) upon reaching a certain threshold of digital infrastructure development, a rise in the saturation of digital infrastructure curtails consumers' decision-making in cross-border e-commerce.