A Study On Micro-enterprises'Usage Behavior For B2B E-commerce Sites Based On UTAUT

In recent years B2B e-commerce is developing rapidly, which has a large scale application among micro-enterprises, especially in Zhejiang province. However viewed from present research, there is little research that is directed to the application of B2B e-commerce websites in micro-enterprises. Through applying UTAUT, this thesis presents and analyzes the factors that affect the micro-enterprises owners to choose to use B2B e-commerce websites. Theoretically the influence factors and influence way are clearly demonstrated; practically the analysis is of great significance to the promotion of B2B e-commerce websites'application among micro-enterprises in Zhejiang province and the development of micro-enterprises themselves.Based on previous documents about B2B e-commerce, micro-enterprises and UTAUT, this thesis proposes its research model and relevant hypotheses. The research model included four independent variables: performance expectation, endeavor expectation, community impact and convenience level; one intervening variable: usage intention; one induced variable: Usage behavior; three control variables: gender, age, educational level. The present study hypothesized that performance expectation, endeavor expectation and community impact have a marked effect on behavior intention; convenience level and behavior intention have a notable effect on Usage behavior.By using the statistical software of SPSS16.0 and AMOS 7.0 to analyze, handle the data and verify relevant hypothesis, this thesis reaches appropriate conclusions that performance expectation and endeavor expectation have positive effect on usage intention; convenience level and usage intention have positive effect on Usage behavior. Based on the research result, this thesis makes the following suggestions:(1) Micro-enterprises themselves should place great emphasis on the employment of B2B e-commerce websites, and strengthen their understanding. In accordance with current business conditions, micro-enterprises should focus more attention on the construction of their own, reduce the cost and take advantage of B2B e-commerce websites with a purpose.(2) The government should play positive roles and take strong measures to promote the employment of B2B e-commerce websites in micro- enterprises.