Evaluating Structural Cross-Border E-Commerce Market Attractiveness in the Eurasian Economic Union for Chinese Firms: An Entropy–TOPSIS Analysis Using Multi-Source Public Data

DOI

10.2991/978-94-6239-830-6_31How to use a DOI?

Keywords

cross-border e-commerce; Eurasian Economic Union; market attractiveness; Entropy-TOPSIS; multi-criteria decision making; international market selection

Abstract

Cross-border e-commerce market selection in the Eurasian Economic Union (EAEU) requires comparison of host markets that differ in market capacity, digital readiness, trade integration, and macroeconomic stability. This study constructs a reproducible structural screening index for Chinese firms from eight public indicators using Entropy–TOPSIS. The Chinese-firm perspective defines the intended decision context: the index compares structural host-market conditions before bilateral and firm-specific due diligence. The 2022–2024 means reported in the paper are frozen as the exact computational matrix; GDP and secure-server intensity are log transformed before normalization. The baseline ranks the Russian Federation, Belarus, Kazakhstan, Armenia, and the Kyrgyz Republic. Equal weighting reverses the top two. In 50,000 log-weight perturbations at s = 0.20, the Russian Federation ranks first in 91.39% of draws. Preprocessing sensitivity preserves the Russian Federation–Belarus upper pair and the Kyrgyz Republic’s fifth position, while the Kazakhstan–Armenia ordering changes under some transformation specifications. Leave-one-indicator-out and correlation diagnostics further characterize single-criterion sensitivity and criterion overlap. The index is intended for first-stage market screening rather than causal forecasting or automatic entry choice.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Manyu Jia
PY  - 2026
DA  - 2026/11/14
TI  - Evaluating Structural Cross-Border E-Commerce Market Attractiveness in the Eurasian Economic Union for Chinese Firms: An Entropy–TOPSIS Analysis Using Multi-Source Public Data
BT  - Proceedings of the 6th International Conference on Internet Finance and Digital Economy (ICIFDE 2026)
PB  - Atlantis Press
SP  - 356
EP  - 370
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-830-6_31
DO  - 10.2991/978-94-6239-830-6_31
ID  - Jia2026
ER  -