摘要
基于2009-2014年零售业上市公司相关数据，研究了电商化行动对零售公司绩效的影响程度。方差分析和面板模型回归结果显示，上市零售公司选择电商化模式在短期内将对公司经营绩效有负面影响，即电商化转型对公司毛利率的负面影响微弱、对公司的净利润率负面影响较小，而对公司资产收益率的负面影响较大。验证了零售公司电商化转型需要牺牲短期绩效，揭示了目前零售公司电商化转型困难的原因。
With the data of listed retail companies from 2009 to 2014, this paper estimates the effect on corporate perform- ance of e-commerce transformation in the retail. Using the analysis of variance and panel regression, the results show that it is a negative impact on corporate performance after e-commerce transformation of retail companies in the short tenn. In parti- cular, it has no negative impact on gross margin, has a less negative impact on profit margins, but has a greater negative impact on company＇s return on assets. So it verifies that the e-commerce transformation of retail companies needs to sacrifice short-term performance, which reveals the reasons that e-commerce transformation of retail companies encounters difficuhies currently.
出处
《软科学》
CSSCI
北大核心
2015年第12期9-13,共5页
Soft Science
基金
国家社会科学基金项目(15AJL004
15BGL076)
江苏高校哲学社会科学研究基金项目(2015ZDAXM005
2014SJD025)
江苏省社会科学基金项目(14GLC003)
江苏省研究生科研创新项目(KYZZ15_0070
KYLX15_0196)
关键词
零售公司
电商化
公司绩效
retail company
e-commerce
company performance
