Title: The Factors Affecting the Financial Performance of Suning.Com
Author: Qiu Zhongjun
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: Finance and Accounting
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 7th Stamford International conference “Leadership & Social Sustainability in the Tech -Driven Era” SECTION-8 (pp.1357-1370) conference proceedings PDF
Abstract
The swift advancement of e-commerce has elevated online shopping platforms like Suning.com to pivotal positions within the retail industry. However, Suning.com faces specific challenges in its financial management, including improving the quality of financial reporting, optimizing cash flow management, and enhancing the effectiveness of cost control measures. This study investigated how these issues impact Suning.com’s financial performance, with the following objectives: (1) To examine the effect of financial reporting quality on the financial performance of Suning.com, (2) To examine the effect of cash flow management on the financial performance of Suning.com, and (3) To examine the effect of cost control measures on the financial performance of Suning.com.
Grounded in the Agency Theory, this study explored how transparency and information symmetry in financial reporting and management decisions influence performance outcomes. The study employed a quantitative research design, using both survey data and secondary data from Suning.com’s financial reports. A stratified random sampling method was used, selecting 200 respondents from a total population of 500 financial personnel, with 190 valid responses. The data analysis addressed the study’s objectives through descriptive statistics, reliability analysis, and multiple regression analysis to test the hypotheses. The results confirmed that higher quality of financial reporting significantly enhances financial performance by improving decision-making accuracy and transparency, supporting the first objective of this study. Additionally, efficient cash flow management was found to be critical in maintaining liquidity and ensuring operational stability, demonstrating its positive impact on financial performance and addressing the second research objective. Lastly, effective cost control measures were shown to optimize resource allocation and improve profitability, which validated the third objective of examining how cost control influences financial outcomes. These findings highlight that improving financial reporting, optimizing cash flow management, and strengthening cost control measures are crucial for enhancing the financial performance of Suning.com, providing actionable recommendations to address the company’s specific management challenges.
Based on these findings, the study proposes three strategic recommendations for Suning.com: 1) Enhance financial reporting quality through advanced reporting systems and regular audits, 2) Strengthen cash flow management with robust forecasting models and optimal cash reserves, and 3) Optimize cost control measures by refining strategies and investing in technology and process improvements. These recommendations aim to address practical financial management challenges, improve decision-making accuracy, ensure financial stability, and enhance profitability, thereby supporting the sustainable growth of Suning.com in the competitive e-commerce market.
Keywords: financial management, online shopping platforms, agency theory, financial performance
The Factors Affecting the Financial Performance of Suning.Com /
6517195008 Qiu Zhongjun 2567 (2024) The Factors Affecting the Financial Performance of Suning.Com สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Finance and Accounting, Bangkok: Siam University