Study On Willingness To Use Third Party Payments Of Small And Medium Cross-border E-commerce Enterprises

People's demand for overseas goods is increasing.Along with the rapid development of Internet and e-commerce technologies,cross-border e-commerce plays an important role in daily life.Traditional cross-border payment methods have been unable to meet the satisfaction of cross-border e-commerce companies and users due to their high fees and long time.Third-party cross-border payment platforms have emerged under such a background.This article through literature research,questionnaire survey and empirical study to explore the willingness of small and medium cross-border e-commerce to use third-party payment platforms.Compared with the relatively mature domestic third-party payment platforms,cross-border payments are more complicated due to the flow of foreign exchange and the timeliness of exchange rates.The current research on the willingness to use third-party payment platforms is mostly focused on consumer satisfaction research.There is less research focus on the enterprise.Therefore,this paper aims to explore the cross-border e-commerce companies' influence factors of the willingness to use the payment.This article sorts out the literature firstly,choose Pavlou's technology acceptance model as a basic model,included in the six latent variables of trust,perceived risk,perceived ease of use,perceived usefulness,intention to use,and use behavior.Based on the model,the subjective norm is added as a potential variable,and a willingness model for the use of third-party cross-border e-commerce for third-party payment is constructed.After construction of the model,this paper further conducted a theoretical study of each potential variable in the model,and selected a number of specific indicators to measure,forming a pre-survey questionnaire for this paper.After conducting pre-investigation and formal surveys,the structural equation model and confirmatory factor analysis were used to process the 152 valid questionnaires.Path test results show that corporate trust affects perceived risk,perceived ease of use,and perceived usefulness.Subjective norms influence perceived usefulness and perceived ease of use.Perceived ease of use affects perceived usefulness.Risk,perceived ease of use,and perceived usefulness all influence use intentions.In addition,the test results show that trust has no direct effect on the use of intention.Finally,based on the empirical results,this paper puts forward the following six suggestions:(1)Improve cross-border payment foreign exchange management and increase industry support;(2)Improve R&D and application of new cross-border payment technologies;(3)Simplify payments operational flow of the platform to strengthen the operation guidelines(4)Updating and maintenance the system to improve the user's safety awareness;(5)Focus on brand promotion;(6)Increase platform functionality to meet user diversity needs.