中小纺织企业对跨境电商平台使用意愿影响因素研究——以绍兴诸暨袜业企业为例

Research on Influencing Factors of Small and Medium-Sized Textile Enterprises'Intention to Use Cross-Border E-commerce Platforms——Taking Shaoxing Zhuji Socks Industry Enterprise as An Example

近几年,跨境电商已然成为我国外贸发展的一个重要方向,中小企业是跨境电商平台非常重要的客户群体,但他们的需求一直未得到高度重视。基于对纺织类中小企业的调研,提出了中小企业用户对跨境电商平台使用意愿的理论模型,通过研究实际观测变量对概念模型中潜在变量的影响程度,从而得出影响中小企业使用的重要因素,并向平台提出改进建议。研究表明,加大推广力度、优化操作流程和减少数据延迟可以明显提升用户的使用意愿。

In recent years,cross-border e-commerce has become an important direction of China's foreign trade development.For cross-border e-commerce platforms,SMEs are important customers,but their needs have not been taken seriously.Based on the research on small and medium-sized textile enterprises,a theoretical model of SME users'intention to use the cross-border e-commerce platform is proposed.By studying the impact of actual observation variables on potential variables in the conceptual model,important factors affecting the use of SMEs are obtained,and suggestions for improvement are put forward to the platform.The research shows that increasing the promotion,optimizing the operation process and reducing the data delay can improve the users'intention significantly.