Research On The Influence Factors Of Users' Usage Behavior In Import Cross-border E-commercial Platform

In recent years, the global economic growth is weak, and the multilateral trading system is also in a dilemma. Moreover,according to the data provided by the General Administration of Customs,in 2015,China's foreign trade registered a negative growth for the first time in six years. Despite the global trade has poor showings, the cross-border electronic commerce have been maintaining high-speed development as a new development force in the past two years.iResearch which is a famous market research agency provides a report to show that turnover on the China's import and export cross-border electronic market in 2016 was 630 million yuan,and is expected to breakthrough 880 million in 2018.China has become the largest cross-border electronic market in the world.In fact, the cross-border electronic commerce has succeeded in developing China's external trade, while it promotes the trade industrial reforming promotion and opens a new door to the outside.The cross-border electronic commerce not only provide a lot of opportunities to those small and medium enterprises,will also become high ground of international trade competition in the future.With the rapid development of mobile Internet and the continuous improvement of international logistics,turnover of import cross-border e-commerce accounted for more and more.Especially since 2014,cross-border e-commerce has been into rapidly developing period from growing period,and with the introduction of new policies about cross-border e-commerce and positive lists in 2016,it means that our import cross-border e-commerce has entered a standardized track. Whether these giant domestic e-commerce enterprises,the traditional trading enterprises or small-sized start-up companies, it's absolutely a good time for them to compete for a slice of the action.The development of cross-border e-commerce is based on moblie internet,and in the age of internet,high user traffic is the most important for enterprises.Therefore,cross-border e-commerce enterprises must be user-oriented,standing on the perspective of consumers and users to think about measures.Based on the theory of reasoned action(TRA),theory of planned behavior(TPB) and technology acceptance model(TAM) and some expansion theory,the study will spend users'behavior toward import cross-border e-commerce platforms as a study issue.The study selects unified theory of acceptance and use of technology(UTAUT) as research model ,and study depthly impact on the users' behavior by performance expectancy, effort expectancy,social influence,facilitating conditions,perceived risk and individual innovation ,and analysis the impact of controlled variable on the whole model.Finally,it builds a preliminary design concept model about users' behavior toward import cross-border e-commerce platforms and has used empirical research.The recovered samples using SPSS 19.0 and AMOS21.0 conduct preliminary design model sample distribution statistics, reliability and validity test, as the same time,the structural equation model were used to verify and revise the model.The results show that performance expectancy, social influence, facilitating conditions, individual innovation have a positive impact on behavior by the positive impact on behavioral intention,while perceived risk have a negative impact on behavior by the negative impact on behavioral intention.What's more,effort expectancy have a positive impact on performance expectancy,and behavioral intention have a positive impact on behavior directly.Different consumer groups are typical differences in behaviors. The main reasons hindering the use of import cross-border e-commerce platforms include unfamiliar with import cross-border e-commerce platforms,unfamiliar with foreign products,worry about fake problems and after-sales service.According to the conclusion of the study, this study puts forward some relevant marketing suggestions to help the enterprises of import cross-border e-commerce enterprises to acquire new users and keep old ones, and provide some theoretical guidance for promoting the development of China's import cross-border trade.