Research On The Influencing Factors Of Cross-border E-commerce Adoption Intention In Xinjiang Foreign Trade Enterprises

Cross-border e-commerce is the product of breakthrough innovation in the traditional foreign trade offline trading mode.Cross-border e-commerce can realize the online trading of goods through the Internet online trading platform,which is highly effective and convenient.Along with our country cross-border e-commerce related policy and the further development of economic globalization,cross-border e-commerce development is steadily rising,the provinces and the relevant areas actively promote cross-border e-commerce pilot related work,make cross-border e-commerce and moving towards a new height.Under the background of "area" strategy,as the "silk road economic belt" core area of xinjiang began to develop cross-border e-commerce,but xinjiang cross-border e-commerce development relatively late,had a slow start,the majority still adopts the traditional way of foreign trade,foreign trade enterprises at present xinjiang cross-border e-commerce is still in the early stages of development.However,its development momentum and great development potential make it become more and more important in foreign trade,and its development will become the mainstream trend of xinjiang's foreign trade development.Based on practice and reference are widely used in the organization(enterprise)level technology adoption of TOE(technology-organization,environment)framework theory,the effective integration of diffusion of innovation theory,build the research model framework of this article,from the technical features,the organization characteristics and environmental features three aspects to research the xinjiang foreign trade enterprise cross-border e-commerce adoption intention of key influencing factors.This paper according to the technical characteristics,organization characteristics and environmental characteristics of 8 factors and three levels of two control variables,namely,cognitive usefulness,complexity,cognitive usability,top management support,the degree of globalization,the employee resistance,government support,external pressure,the nature of the enterprise economy,and the enterprise scale,10 research hypotheses are put forward.Then according to the proposed hypotheses,and combining with the actual situation of xinjiang local questionnaire,and the collected data is analyzed in two steps,the first step,using SPSS19.0 on the sample data to analyze the reliability and validity.The second step is to use SPSS19.0 to conduct multiple linear regression analysis of data,explore the factors affecting cross-border e-commerce adoption of foreign trade enterprises,and compare the strength of their influence.The results showed that :(1)through reliability analysis,it was found that the Cronbach's coefficient of the cognitive consumability in the technical feature level was less than 0.6,which did not meet the requirements,so it was eliminated from the model.(2)there are five factors in the conceptual model that have significant influence on cross-border e-commerce adoption of foreign trade enterprises.Cognitive usefulness,senior management support,globalization,government support,external pressure,and the economic nature of enterprises are positively affecting the adoption of cross-border e-commerce.Among them,the degree of cognitive usefulness was the largest,followed by the support of top management and the third was government support.(3)the economic nature of enterprises influences the willingness of cross-border e-commerce adoption in xinjiang foreign trade enterprises,i.e.,the willingness of private enterprises to adopt cross-border e-commerce.Finally,the research results are discussed separately,and the relevant Suggestions are put forward from three aspects.