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Top1. Introduction
With the popularity and development of Internet technology, people are gradually accustomed to online shopping, from China's Taobao to Jingdong, from foreign eBay to Amazon, the development of e-commerce has already demonstrated the fact that people around the world are shopping online (Zaharia et al., 2016) . Traditional trade refers to the way of trading through offline, using telephone, fax, mail and face-to-face meetings to achieve a transaction between two people or two companies (Lv et al., 2015). Compared with e-commerce, traditional trade has shortcomings such as long trading cycle, high cost, asymmetric information, manpower and material resources, and narrow coverage (Obermeyer & Emanuel, 2016). Therefore, many companies have gradually shifted their business from traditional business to e-commerce. Since 2000, China's e-commerce has entered a period of vigorous development. The development of Taobao basically represents the development process of e-commerce in China (Andreu-Perez et al., 2015). Cross-border e-commerce is an important part of e-commerce (Wei & Ho, 2019). In a narrow sense, cross-border e-commerce is basically equivalent to cross-border retail, browsing through computers, having a satisfactory product after placing an order, electronic payment through the network, sellers through express, special line or postal registration packets way to carry out parcel transportation (Stevens, 2016). Broadly speaking, cross-border e-commerce is basically equivalent to foreign trade e-commerce, through online chat, electronic payment and other technical methods, many people in traditional export trade can meet with people to deal with issues such as product display, price negotiation, and commodities, the transaction and the payment link of the final order are realized electronically, and then the goods are transported by means of cross-entry logistics to achieve the purpose of the transaction (Wang et al., 2016). From 2005 to 2013, China's cross-border e-commerce has achieved vigorous development. In addition to the financial crisis in 2009, it has achieved substantial growth in other years, earning huge foreign exchange for China (Aanen et al., 2015).