Zhang Xuemei, Juvie Bacani
ABSTRACT
The Belt and Road Initiative (BRI) has emerged as a major framework shaping regional economic integration and cross-border trade, particularly in China’s globally connected provinces. This study examined the relationship between the extent of BRI implementation and the level of involvement of business enterprises in cross-border e-commerce in Guangdong Province, China. A mixed-methods research design was employed, combining survey data from 180 employees and managers of seven selected enterprises in Guangzhou with focus group discussions involving management and operational staff. Quantitative data were analyzed using descriptive statistics, correlation analysis, and inferential tests, while qualitative data were subjected to thematic analysis. Findings indicate that BRI implementation across key pillars—policy coordination, facilities connectivity, unimpeded trade, financial integration, and people-to-people exchange—was assessed at a moderate level. Enterprise involvement in cross-border e-commerce across B2B, B2C, C2C, and C2B models was likewise moderate. Results further reveal a significant and positive relationship between the extent of BRI implementation and enterprise involvement in cross-border e-commerce, indicating that deeper implementation is associated with higher levels of participation in international digital trade. Key challenges identified include limited policy awareness, infrastructure and logistics constraints, trade and financial barriers, competitive pressures, cross-cultural management issues, and data security concerns. The study underscores the importance of strengthened policy capacity, infrastructure development, financial facilitation, and strategic alignment to enhance enterprise participation in cross-border e-commerce within the BRI framework.
Keywords: Belt and Road Initiative; cross-border e-commerce; enterprise involvement; strategic implementation; Guangdong Province
https://doi.org/10.57180/zylg5119