Author(s)

Xiao Tian, Xiaogai Yan

Corresponding Author

Xiaogai Yan

ABSTRACT

Industry dispute is the battle for talent. The vigorous development of cross-border e-commerce in Henan has made the competition between government and enterprises for cross-border e-commerce talents increasingly fierce. The lack of professional talents has become an important factor restricting the development of cross-border e-commerce in Henan. Based on the four dimensions of regional factors, organizational system, personal factors and interpersonal relationship, the paper uses structural equation modeling to explore its influence path and influence degree on Henan cross-border electric merchants' satisfaction. Studies have shown that regional factors, organizational systems, personal factors and interpersonal relationships have a positive impact on talent satisfaction, but the degree of impact is not the same. Finally, different suggestions are proposed from different levels, with a view to improving the satisfaction of cross-border electricity merchants in Henan, thus increasing the competitiveness of Henan cross-border e-commerce industry.

KEYWORDS

Cross-border e-commerce in Henan, talent satisfaction, structural equation model, influencing factors