Wang Gaofeng, Zhang Zihao, Li Shuai, Shin Changhoon
School of Management, Henan University of Technology, Zhengzhou 450001, China.
School of Economics and Management, China University of Mining and Technology, Xuzhou 221116, China.
Foods. 2023 Sep 4;12(17):3323. doi: 10.3390/foods12173323.
The organization and coordination of cross-border e-commerce platforms in agricultural product trading are continuously increasing, and the involvement of digital platforms has driven the integration and development of cross-border agricultural product supply chains with live-streaming e-commerce, effectively facilitating the comprehensive development of producers, sellers, and professional service providers within the ecosystem. However, despite the growing importance of this integration model in the market, there are still numerous unresolved issues from a supply chain perspective, and existing research provides relatively limited guidance on the effective operation of this integrated supply chain model. To address this gap in theoretical research, this study first delves into the essence and fundamental characteristics of sustainable cross-border agricultural product supply chains in the context of live streaming. Secondly, employing grounded theory as the primary research method and combining platform theory and ecosystem theory, an influencing factor system and an impact model for the development of sustainable cross-border agricultural product supply chains in the context of live streaming are constructed to gain a more comprehensive understanding of the complexity of this integrated supply chain model. Finally, from the perspectives of government agencies and practitioners, development pathways for sustainable cross-border agricultural product supply chains in the context of live-streaming e-commerce are proposed, aiming to enhance existing research and provide decision-making support for relevant stakeholders in formulating development strategies. The findings of this study contribute to expanding the research perspective on the ecosystem of live-streaming e-commerce and sustainable cross-border agricultural product supply chains, providing theoretical support for the establishment and operation of sustainable cross-border agricultural product supply chains in the context of live streaming. Additionally, it offers important references for promoting the sustainable development of live-streaming e-commerce and cross-border agricultural product supply chains, facilitating industry upgrading, global agricultural trade, and achieving mutually beneficial outcomes.
农产品贸易中跨境电子商务平台的组织与协调不断加强，数字平台的参与推动了跨境农产品供应链与直播电商的融合发展，有效促进了生态系统内生产者、销售者和专业服务提供商的全面发展。然而，尽管这种融合模式在市场中的重要性日益凸显，但从供应链角度来看，仍存在诸多未解决的问题，现有研究对这种集成供应链模式的有效运作提供的指导相对有限。为弥补理论研究的这一空白，本研究首先深入探讨了直播背景下可持续跨境农产品供应链的本质和基本特征。其次，以扎根理论为主要研究方法，结合平台理论和生态系统理论，构建了直播背景下可持续跨境农产品供应链发展的影响因素体系和影响模型，以更全面地理解这种集成供应链模式的复杂性。最后，从政府机构和从业者的角度，提出了直播电商背景下可持续跨境农产品供应链的发展路径，旨在丰富现有研究，并为相关利益者制定发展战略提供决策支持。本研究的结果有助于拓展对直播电商生态系统和可持续跨境农产品供应链的研究视角，为直播背景下可持续跨境农产品供应链的建立和运作提供理论支持。此外，它为促进直播电商和跨境农产品供应链的可持续发展、推动产业升级、全球农产品贸易以及实现互利共赢提供了重要参考。
