An Empirical Study Of Information Moral's On B2B E-Commerce System User's Acceptance Behavior

E-commerce has become the core of information world, and also an effective way for enterprises to improve international competitiveness and expand market in the future. B2B E-commerce is the most important one. Its advantages attract the companies in China, who make a lot of efforts in B2B system construction process. However, the adoption of B2B system in China is not as good as it was supposed. The whole efficiency of B2B system is low. Most researchers study this problem from technique and implementation view, only few study it from user's point.The thesis uses the core structure of Technology Acceptance Model (TAM), and introduces information moral related factors as variables, in order to find out the influences which information moral impacts on user's behavior of B2B system acceptance. Then, the thesis conducts an empirical study to validate the theoretical Information Moral related B2B Acceptance Model (IM AM).B2B system is a Human-Computer Information Systems which based on web-based communications and information technology. And their business activities can be regarded as a kind of information activities. Information moral is a social norm on information activities, in this sense, it will influence user's behavior of B2B system acceptance. The thesis chooses privacy protection and information accuracy as factors of information moral, and introduces perceived trust as an intermediate variable, in order to give a fulfill explanation about Chinese company's B2B adoption activities.The empirical study finds out that information moral indeed influence user's acceptance behavior. We pointed that perceived trust immediately influences intention of behavior, privacy protection and information accuracy influence user's behavior of B2B system acceptance through by perceived trust. This thesis also proved that the core structure of TAM is applicable in Chinese circumstance. And then we find the final model——IMAM.In the last part, this thesis lists several suggestions to Chinese companies and providers of B2B systems, for the purpose to help them make some improvements on the B2B E-commerce adoption and development process. Considering the limitations of the study, it points out some directions and makes useful exploration for future research.