## 2 Literature Review  
CBEC has not only facilitated the increase in market entities, but has also promoted the digital transformation and innovation of supply chains [11]. The Resource-Based View (RBV) offers a robust theoretical foundation for analyzing the strategic role of advanced IT in enhancing CBEC supply chain sustainability. The RBV posits that firms can achieve competitive advantages by leveraging their unique and valuable resources [12]. In the context of CBEC, advanced IT serves as a strategic resource that is valuable, rare, inimitable, and non-substitutable (VRIN). By adopting IT, firms can enhance supply chain visibility, improve coordination, reduce costs, and create a sustainable competitive edge in the market. Numerous studies have indicated that the application of IT in e-commerce and supply chains, such as cloud computing, blockchain, big data,and artificial intelligence, can optimize resource allocation and improve management efficiency [13; 14; 15]. For instance, blockchain technology can enhance supply chain transparency, reducing fraud and errors [16]. Big data and IoT can optimize logistics and inventory management, ensuring that businesses can meet demand efficiently [17; 18]. On the other hand, customer experience will also be enhanced. IT technologies can enhance customer experience by providing personalized recommendations and improving the overall shopping experience. This, in turn, strengthens the market competitiveness of enterprises [17]. By constantly monitoring market changes and collecting consumers' real-time feedback, businesses can make accurate predictions and adjust their production accordingly [19]. This flexible supply chain model, characterized by small orders and quick responses, minimizes inventory and waste, improves operational efficiency, and reduces costs. As a result, businesses can offer more competitive prices, further enhancing their market position [20]. Thus, IT-enabled service differentiation allows firms to provide unique services that are difficult for competitors to replicate. This differentiation can lead to increased customer loyalty and higher profit margins. This aligns with the RBV's emphasis on utilizing organizational resources to enhance performance and gain a competitive advantage. Additionally, IT can optimize the utilization of renewable energy and reduce carbon emissions, contributing to the sustainability of global supply chains [21]. For example, blockchain-based traceability systems enhance the reusability of returned goods in CBEC, reducing resource waste and carbon emissions associated with cross-border returns [22]; the advanced analytics can help businesses make more informed decisions about energy use and carbon footprint reduction [23]. However, enterprises need to make significant upfront investments when implementing IT, which may exert pressure on their financial conditions, especially for small- and medium-sized enterprises that may find it difficult to bear these costs due to financial constraints [24; 25]. Enterprises are only willing to apply these technologies to improve service quality and increase profits when the adoption costs are relatively low [26; 27]. Moreover, this implementation decision is also influenced by consumer acceptance [28; 29], as while IT can enhance efficiency and reduce certain transaction costs, these savings are not always fully translated into benefits for consumers. Sometimes, due to additional services and features, the prices paid by consumers may actually increase [30; 31]. Guided by utility maximization principles, consumers evaluate purchasing options by comparing the aggregated benefits of goods and services against transaction costs. Purchases occur exclusively when perceived value exceeds monetary and psychological expenditure. Consequently, market demand dynamics become jointly determined by rival enterprises' pricing structures and service delivery mechanisms.