Research On The Influencing Factors Of SMEs' Willingness To Choose Cross-border E-commerce Platforms

With the continuous evolution of Internet technology,the global market tends to be integrated,the pace of"importing"and"exporting"of e-commerce in various countries is accelerating,and more and more enterprises enter the cross-border e-commerce market^[1].As the breakthrough of innovative development of foreign trade,cross-border e-commerce platform enterprises have gradually become the new infrastructure in China's foreign trade pattern.Small and medium-sized enterprises?SMEs?are still the backbone of cross-border e-commerce market because of their flexibility and rapidity.By studying the willingness of SMEs to choose cross-border e-commerce platforms,we can find out the main factors that SMEs pay attention to when they choose cross-border e-commerce platforms,and help them understand the needs of small and medium-sized enterprises.At the same time,we put forward strategic Suggestions for the development of cross-border e-commerce platform according to the influencing factors,so as to help Chinese cross-border e-commerce platform enterprises and small and medium-sized cross-border e-commerce enterprises better integrate into the international trade market and promote the high-quality development of Chinese foreign trade enterprises.Therefore,it is particularly important to study and discuss the factors influencing the willingness of smes to choose cross-border e-commerce platforms.This study of SMEs to choose cross-border electric business platform will influence factors,starting from the cross-border electric business platform itself,pay close attention to platform features,information quality,system quality,service quality,such as charge on five factors influence on perceived value of SMEs,by perception function value and perceived cost two dimensions perceived value of SMEs to choose the cross-border electric business platform behavior intention.Through theoretical model construction and data analysis,the following conclusions are drawn:1.Platform characteristics and system quality have a significant impact on the perceived functional value of SMEs,among which the matching degree between the platform and SMEs,platform reputation,system security,clear and intuitive interface navigation and other factors are the most concerned by SMEs.2.Information quality,system quality,service quality,platform fees and other factors have a significant impact on SMEs'perceived cost,among which information accessibility,system ease of use,platform empathy,support service ability and marketing and advertising costs are the most concerned by SMEs.3.Perceived functional value and perceived cost both have a significant impact on SMEs'willingness to choose cross-border e-commerce platforms,and the impact of perceived functional value is far greater than that of perceived cost.Among them,SMEs pay more attention to perceived ease of use and non-monetary cost.4.The perceived value of SMEs has an intermediary effect between cross-border e-commerce platforms and the willingness of SMEs to choose cross-border e-commerce platforms.