Research on Third-party B2B E-marketplaces Service Orientation from Global Production Networks Embeddedness of SMEs Perspective

First, this paper puts forward the construct of third-party B2B e-marketplaces service orientation from global production networks (GPN) embeddedness of small and medium-sized enterprises (SMEs) perspective; Second, through the exploratory factor analysis of 56 questionnaire data and confirmatory factor analysis of 148 questionnaire data, the study verifies the multi-dimensional construct and develops the measurement model of it. The result shows that such service orientation includes three dimensions: SMEs´ function matching support which measures from transaction matching, manufacturing and technology matching between SMEs and flagship enterprises; SMEs´ alliance construction support which measures from trust establishing, information sharing and solving problems jointly between SMEs and flagship enterprises; SMEs´ risk aversion support which measures from avoiding demand risk, procurement and price risk in the GPN for SMEs.