Study On The Influencing Factors Of E-commerce Application By Merchants In Wholesale Market

The wholesale market is one of the most important parts of Chinese current circulation system.In this decade,various wholesale markets have developed rapidly.Many famous wholesale markets and their clusters have appeared throughout the country.At the same time,e-commerce has rapidly emerged in China with its advantages of breaking through time and space and geographical restrictions,expanding trading scope,and reducing transaction costs and etc.Under the impact of e-commerce,our traditional wholesale markets also try to use e-commerce to change the traditional trading model in order to upgrade.Meanwhile,the government also advocates developing E-commerce,and introduces many preferential policies.However,through the investigation,the author find that the actual application level of e-commerce of wholesale market merchants is far below the expected level,which is far from the level of e-commerce application in retail.In this context,it is of great significance to study the influencing factors of e-commerce application in the wholesale market to realize the transformation and upgrading of Chinese wholesale market.Through the review of relevant theories and literatures,this paper proposes a influencing factor model between 6 independent variables(merchant size,merchant risk characteristics,trust,comparative advantage,technology complexity and competitive pressure)and the e-commerce application willingness and application performance based on the innovation diffusion theory and TOE model with a moderator variable(government support);and proposes relevant assumptions.From the perspective of merchants,this paper selects Yiwu International Trade City as the research object for empirical research.This paper use SPSS 24.0 and AMOS 24.0 to do the statistical analysis to test the structural equation model,the moderation effect and the mediation effect.The results show that merchant risk characteristics,trust,comparative advantage,technology complexity and competitive pressure have a significant impact on e-commerce application willingness;merchant size,trust,technology complexity,competitive pressure have a significant impact on e-commerce application performance;and e-commerce application willingness play a mediating role in trust,technology complexity,competitive pressure and e-commerce application performance.The government support has a positive adjustment of the relationship between merchant risk characteristics,technology complexity and application willingness,and a negative adjustment of the competitive pressure and application willingness.Through theoretical research and empirical analysis,according to the social status quo and research results,this paper give the wholesale market merchants and the government some suggestions that wholesale market merchants should continue to learn new skills,overcome technical problems in the application process,pay attention to e-commerce talents.And the merchants should fully participate in competition,face the pressure of competition and develop e-commerce to seek competitive advantage.At the same time,the government should weigh the support and effectively support the wholesale market merchants to develop e-commerce.