The Research On Influencing Factors Of Shenzhen Smes' Adoption Of Cross-border E-commerce Based On Technology Acceptance Model

Since 2013,although the growth rate of China's foreign trade volume has dropped slightly,but cross-border e-commerce has gained rapid development,the annual growth rate has remained above 30%.Because of the special nature of cross-border e-commerce industry,the level of development between different regions vary greatly.Shenzhen,as one of the most developed regions of cross-border e-commerce in China,cross-border e-commerce industry involved in many product categories,of which SMEs are a major driving force to promote cross-border e-commerce's rapid development.However,the current academic study of regional cross-border e-commerce is less,and research on regional SME cross-border e-commerce adoption is only a handful.In this study,literature research,expert interviews,survey research and statistical analysis are the main research methods,by combing domestic and foreign research theory,take technology acceptance model as the base theory model,combining innovation diffusion theory and risks of cognitive theory,technology acceptance model is extended to construct cross-border e-commerce is suitable for adoption of the technology acceptance model,to research the main factors influencing the Shenzhen SME cross-border e-commerce adoption.In this study,a questionnaire,315 valid questionnaires were collected,analyzed the questionnaire to ensure the reliability and validity of the questionnaire reliability and validity analysis,respondents obtain basic information through descriptive statistical analysis.Application SPSS22.0 to conduct correlation analysis and the average difference test,application Amos22.0 to conduct excellent fit analysis,and based on the output of the model Amos amended.Study results suggest that extended technology acceptance model is suitable for the influencing factors analysis of cross-border e-commerce adoption for SMEs;in the framework of the Technology Acceptance Model,attitude factors affecting as a major factor for SMEs to adopt cross-border e-commerce;Shenzhen SME industry environment is an important factor in cross-border e-commerce adoption;demographic variables for the Shenzhen SME cross-border e-commerce adoption also has an important influence.The author proposed to promote the Shenzhen SME cross-border e-commerce development strategies: continue improving industry environment of cross-border e-commerce;strengthening professional training of cross-border e-commerce practitioners;SME should strengthen to be a learning organization,and strengthen external communication.