Action Mechanism and Model of Cross-Border E-Commerce Green Supply Chain Based on Customer Behavior

Abstract

In recent years, China’s cross-border e-commerce has flourished, and the transaction volume has increased year by year. Cross-border e-commerce has become a favorable breakthrough point for China's foreign trade. This article mainly studies the action mechanism and model of cross-border e-commerce green supply chain based on customer behavior. Green supply chain partners select 24 secondary indicators of the evaluation system as the input vector. The historical data of each index is collected by field investigation as sample data and brought into the neural network for training. The output vector of the only output layer of the network is used as the evaluation result of the supplier. This paper divides the operation mode of green supply chain into four stages and puts forward improvement tools for the functional modules in each stage. Enterprises can use the tools in the modules to improve the operation efficiency of green supply chain. According to the green level evaluation demand of green supply chain, this paper uses the hierarchical method to evaluate it. According to the survey results, this paper uses arithmetic average method to deal with the operation and establishes a secondary index after decomposition. Finally, this paper uses confirmatory factor analysis to test the measurement model and further uses analysis of variance to test the relationship between the two types of social cues and behavioral willingness. The data shows that the orderly fluctuation range of the east, middle, and west cross-border logistics subsystems basically remains at around 0.2 to 0.6. The results show that the establishment of the green supply chain model has a very positive significance for the implementation and development of the green supply chain in China’s manufacturing industry. Through the research of profit and profit distribution in the green supply chain, it provides guidance for the green supply chain to effectively select the supply chain members to cooperate and calculate and distribute the profit reasonably, so that the green supply chain management can be widely used in reality.

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