Analysis of Influencing Factors of Cross-border Online Retail Development Based on Multivariate Regression Model: A Case Study of Zhejiang Province

With the continuous development of economic integration and the continuous update of electronic information technology, the status and influence of cross-border e-commerce in China's foreign trade are increasingly prominent, and gradually become a new driving force for the rapid development of China's economy. In recent years, the scale of goods trade in Zhejiang province has expanded, the Internet penetration rate has improved and the cross-border logistics system has become increasingly mature. At the same time, with the emergence of various cross-border online retail e-commerce platforms to provide convenience for consumers, cross-border online retail in Zhejiang province has developed rapidly and occupies a very important position in the development of China's foreign trade. This paper will use multivariate regression model to conduct empirical analysis on the factors influencing the development of cross-border online retail, the results show that the development level of logistics, the demand for commodity trade and the number of e-commerce specialized villages are of great significance to promote the development of cross-border online retail in Zhejiang. Finally, according to the empirical conclusions, suggestions are put forward to promote the further development of cross-border online retail, providing reference for relevant departments and enterprises of cross-border online retail.