双向推拉理论视角下外籍电商人才来华就业意愿的驱动因素分析
Analysis of the Driving Factors of Foreign E-Commerce Talents’ Willingness to Work in China from the Perspective of Bidirectional Push-Pull Theory

近年来，随着数字丝绸之路建设的持续推进，跨境电商领域外籍人才正成为推动中国数字经济全球化发展的关键要素。然而，当前面临外籍电商人才来华就业与中国对国际化人才需求之间的供需错位。鉴于此，本研究基于对巴基斯坦、孟加拉、印度尼西亚三国1894份抽样调查数据，首先以通过卡方检验的显著变量为基础，结合双向推拉理论，进一步采用二项式逻辑回归深入分析外籍电商人才来华就业意愿的驱动因素，以此构建外籍电商人才来华就业的预测模型。研究表明：最高学历、收入水平、社会环境、竞争压力、人脉资源、家庭归属感、文化适应性等多个因素对外籍电商人才来华就业意愿有着显著的预测影响。因此，本研究提出以跨境电商产业需求为核心，完善外籍电商人才引进制度，优化数字贸易人才发展环境，打造国际化电商人才高地，为数字经济高质量发展提供持续人才动能。
In recent years, with the continuous advancement of the Digital Silk Road, foreign talent in the cross-border e-commerce sector has become a key factor driving the globalization of China’s digital economy. However, there is currently a mismatch between the supply and demand of foreign e-commerce talent coming to work in China and the country’s need for international talent. In light of this, this study, based on 1894 survey data samples from Pakistan, Bangladesh, and Indonesia, first identifies significant variables that pass the Chow test. By integrating the two-way push-pull theory, it further employs binary logistic regression to conduct an in-depth analysis of the driving factors influencing the willingness of foreign e-commerce talent to work in China, thereby constructing a predictive model for their employment intentions. The study finds that multiple factors, including highest education level, income level, social environment, competitive pressure, network resources, family sense of belonging, and cultural adaptability, have a significant predictive impact on the willingness of foreign e-commerce talent to work in China. Therefore, this study proposes to focus on the needs of the cross-border e-commerce industry, improve the system for attracting foreign e-commerce talent, optimize the development environment for digital trade talent, and create a high ground for international e-commerce talent, providing sustained talent momentum for the high-quality development of the digital economy.