Study On Antecedents Of Enterprises’ Bahavior Intention In Cross-Border Trade

The outbreak of the global financial crisis in 2008 hit the financial markets around the country,and in 2009 China has carried out cross-border trade in RMB settlement,not only can it avoid the loss of exchange rate risk,but also improve the domestic financial market formation mechanism,which both promoted China’s international economic and trade development.Although the RMB cross-border trade settlement has made good progress,the RMB as a cross-border trade settlement currency is still relatively small proportion.However,its further development is subject to various macro and micro factors,such as the country’s economic strength,exchange rate changes risk and RMB financial infrastructure of cross-border payment.The CIPS,run on October 8,2015,is an integrated and upgraded cross-border payment system that will provide a safer and more convenient cross-border RMB settlement and mobilize companies to use RMB for cross-border settlement enthusiasm,which will also promote the development of cross-border trade RMB business.However,from the perspective of enterprises,the domestic scholars’ study on the use of CIPS is still in the initial stage.It’s very urgent to solve the academic and practical problems that how to make enterprises in the cross-border trade in the use of CIPS for RMB settlement and how to effectively grasp the potential RMB settlement needs and into real needs.This paper is divided into five parts: The first part is the research of the literature,which mainly focuses on the status quo and constraints of RMB settlement and the research status of CIPS.The second part analyzes the use of CIPS by the relevant theory and technology acceptance model(TAM),which affects the RMB settlement business of cross-border trade and puts forward the impact mechanism.The third part of the analysis through the TAM,the enterprise is through the perception of security,convenience conditions,subjective norms,perceived usefulness and perceived ease of use to determine their intention to use,and design related issues made questionnaire.The fourth part of the collection and collection through the questionnaire,interviews,etc.to collect data and other information.In the fifth part,through descriptive statistical analysis and empirical to study of the impact on the use of CIPS companies,we will come to five main conclusions:(1)Perceived cost and perceived security have significantly positive effect on perceived ease of use,with perceived security impact being greatest and perceived cost second;(2)Perceived cost and perceived securityhave significantly positive effect on perceived usefulness,with perceived cost impact being greatest and perceived security second;(3)Perceived usefulness and perceived ease of use significantly affect behavior intention,where perceived usefulness plays a partial intermediary role in perceived ease of use;(4)subjective norms do not have a significant effect on perceived ease of use and perceived usefulness;(5)Perceived ease of use and perceived usefulness play a mediating role in the impact of perception of the cost of the behavior intention and perceived security on the behavior intention.Finally,based on the research conclusions,this paper proposed targeted suggestions,mainly including differentiated marketing strategies,technical promotion,product innovation of bank,risk management,international cooperation,etc,which achieved effective integration between theoretical research and practical applications.