Empirical Analysis of Business Intelligence Empowering the Improvement of Benefits in Cross-border E-commerce Enterprises

With the rapid development of the Internet industry, the global e-commerce market is growing exponentially. Cross-border e-commerce enterprises, driven by the demand reflected by data mining and rapid market, are accelerating their transformation towards digitalization and intelligence [1]. The application of business intelligence technology is beneficial for transforming data into information and assisting the decision-making of enterprise management. This paper investigates and evaluates the influence degree, application functions, and benefits of business intelligence application of cross-border e-commerce enterprises in the Guangdong-Hong Kong-Macau Greater Bay Area by adopting the questionnaire “Survey on Business Intelligence Application Status of Cross-border E-commerce Enterprises”. Through the construction of research models, the influence of the competitive intensity in the industry and the technological resources owned by enterprises on the business intelligence application is empirically analyzed. Furthermore, this paper examines whether the application of business intelligence significantly influences the benefit improvement of cross-border e-commerce enterprises.