| Micro enterprise plays an important role in poverty elimination, employment settlement and economic development, which has aroused increasing attention from governments around the world. Western countries call these enterprises "invisible little giant". In 2011, China has issued a new enterprise row type standard, which is the first time that micro enterprise has been divided into an independent type. The acceptance of e-commerce helps enterprises to expand sales, improve customer relationships, improve efficiency and reduce cost, which has a significant influence on enterprise's survival and growth. Compared to large enterprises, micro enterprise is limited in scale, funds, talents, and it is difficult to achieve scale advantage and competitiveness. However, micro enterprise operates flexibility with fast market reaction. E-commerce has the advantage of decreasing intermediate links, improving efficiency and reducing cost, therefore the micro enterprise's flexibility and fast reaction can be presented incisively and vividly with the practice of e-commerce.Comprehensive analysis of the existing related research has found that there are three shortages:first, the existing information technology acceptance research separates individual level and organizational level research, and individual level studies have produced a large number of empirical tested theoretical paradigm, while the research achievements of organizational level is relatively poor. Second, the study of individual part often examines factors that information technology (IT) has brought to performance and convenient of individual users from the angle of "natural person", ignoring the interests of the organization; and the study of organizational level tend to individual as a highly abstract whole, ignoring the influence of personality traits, and because of the influence of the organizational level involved in politics, economy, culture, industry the influence of many factors, it is difficult to be tested empirically. Finally, the study focusing on micro enterprise group is poor, especially in our country; for the sake of the micro enterprise has been an independent type of enterprise for a short time, both statistics and researches for micro enterprise are very insufficient.This research studies the main theoretical and organizational acceptance of information technology from the perspective of individual level, then analyzes the main influence factors of individual and organizational level of IT acceptance, the application of personality trait in the field of IT acceptance, and also the micro enterprise characteristics and the status quo of the e-commerce in our country are analyzed. On this basis, this research believes that technology acceptance model (TAM) is the ideal model framework for micro enterprise acceptance. However, it needs to be recognized that micro enterprise owners are both "natural person" and "organization", which requires a combination of enterprise level model and the factors that influences the acceptance of to construct theoretical framework of research and build perceived usefulness and perceived easiness from the perspective of organization for the core standards of the TAM. At the same time, the micro enterprise operators'personality traits behavior has an important influence on the acceptance of e-commerce. The five factors model measuring good descriptive framework is stable, simple and easy to operate, structure and get the advantages of a large number of scholars both at home and abroad empirical, therefore, this research adopts the five personality factors pattern measurement of entrepreneurship. This research believes that the micro enterprise operators'personality trait has influence on the acceptance of e-commerce in perceived usefulness and perceived easiness, thus affecting enterprise adoption intention. At the same time, the enterprise operator's behavior will be affected by gender, age, educational background and demographic characteristics, so this paper puts forward the theory framework of e-commerce acceptance behavior with the combination of individual level and organizational level theory.This research analyzes 228 valid samples from Chengdu with methods of regression analysis and structural equation model, which comes to the conclusion as follow:1) The first is the construction of variables. Based on personality traits, perceived usefulness, perceived easiness, adoption confirmatory factor analysis, this study suggests that these variables are made up of 2-layer single factor, among them, the micro business operators personality traits can be summarized as "openness", "extroversion", "easiness", "prudence", and " neuroticism " five main factors; perceived usefulness can be summarized as "expand sales", "improving the efficiency of communication", " reducing cost", "improving image" four main factors; and perceived easiness can be summarized as "easy" and "risk control" and "support resources" three main factors.2)The second is the mediation effect of perceived usefulness and perceived easiness. Extroversion has the positive impact on e-commerce acceptance; the perceived usefulness plays a mediating role in extroversion and e-commerce acceptance, perceived easiness plays a mediating role in extroversion and e-commerce acceptance; Openness has the positive impact on e-commerce acceptance; the perceived usefulness plays a mediating role in openness and e-commerce acceptance, perceived easiness plays a mediating role in openness and e-commerce acceptance;Prudence has the positive impact on e-commerce acceptance; the perceived usefulness plays a mediating role in prudence and e-commerce acceptance, perceived easiness plays a mediating role in prudence and e-commerce acceptance;Easiness has the positive impact on e-commerce acceptance; the perceived usefulness plays a mediating role in easiness and e-commerce acceptance, perceived easiness plays a mediating role in easiness and e-commerce acceptance;Neuroticism has no significant impact on e-commerce acceptance; the perceived usefulness does not play a mediating role in neuroticism and e-commerce acceptance, perceived easiness does not play a mediating role in neuroticism and e-commerce acceptance.3) The third is the regulation effect of micro enterprise operators'demographic characteristics. By using SPSS 15.0 method of hierarchical regression, this research examines the regulation effect between the micro enterprise operator's gender, age, education and intention of e-commerce adoption. Study has found that micro enterprise operators'age has regulation effects between extroversion, openness, prudence, easiness traits and acceptance intention, i.e. the younger the micro enterprise operator, the higher possibility that they accept e-commerce. However, gender and education has no significant regulation effects between extroversion, openness, prudence, easiness traits and acceptance intention.Finally, based on the research conclusion, this paper puts forward the policy suggestions to promote the micro enterprises to accept e-commerce. |
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