Study On The Influencing Factors Of Small And Medium-sized Cross-border E-commerce On The Use Intention Of Third-party Payment

With the continuous development of B2 B,cross-border payment,cross-border logistics,cross-border import and export and other businesses in foreign trade,small and medium-sized enterprises are able to participate in international trade more and more deeply and actively.Due to its convenience,rapidity and applicability to small-scale and high-frequency transactions,third-party payment has not only profoundly changed people’s lifestyle and consumption habits,but also occupied an irreplaceable position in the cross-border e-commerce industry.Through literature research,questionnaire survey,empirical analysis and other methods,this paper explores the factors influencing the intention of small and medium-sized cross-border e-commerce enterprises to use third-party payment.After combing through the literature,this paper choose Davis’ technology acceptance model,a commonly used model in other related researches,as the basic model of study,combining four latent variables named perceived usefulness,perceived easy of use,intention to use and usage behavior from this model with related theory,added three latent variables named subjective norms,employees’ self-efficacy and switching costs,proposed several hypothesis referring the relationship between these seven variables,and finally constructs the research model.Indicators scored by subjective scale were designed for each latent variable to form a questionnaire,which was used for formal survey after confirming that the scale passed the test of pre-survey.A total of 248 valid questionnaires were collected from the formal investigation,and the original data collected were used to design the structural equation modelin AMOS,and conduct confirmatory factor analysis,fitting degree test and path test.Path analysis results showed that,in addition to the perceived usefulness and perceived easy of use,subjective norms and switching costs also can be used directly affects the intention to use,subjective norms and employee self-efficacy has a positive influence on perceived usefulness,and employees’ self-efficacy impact on perceived easy of use is more significant than perceived usefulness,and switching cost and there is no correlation between perceived usefulness.Finally,based on the results of empirical research,this paper puts forward suggestions for third-party payment institutions and small and medium-sized cross-border e-commerce enterprises.