微型企业采用电子商务驱动机制的实证研究——来自成都微型企业的证据

Empirical Research on Micro-enterprise E-commerce Adoption Driven Mechanism——Evidence from Chengdu Micro-enterprises

以TAM模型框架为基础,结合IDT、RBV理论提出了微型企业电子商务采用驱动模型,并以成都463家微型企业的调查数据为基础,采用结构方程进行了实证研究。结果显示,感知有用性、感知易用性是微型企业采用电子商务的主要驱动因素,感知有用性和感知易用性通过影响使用意愿驱动使用行为。

Based on the framework of TAM, this paper proposed micro-enterprises e-commerce adoption driven model com- bined with IDT and RVB theory and conducted empirical study on the micro-enterprises survey data using structural equa- tion. The results showed that perceived usefulness, perceived ease of use are the main drivers of e-commerce. Perceived usefulness and perceived ease of use drive use behavior by influencing behavior intention. Finally, the paper puts forward policy recommendations.