Research On Willingness And Promotion Strategy Of Industrial Internet Platform

Since 2017,various national ministries and commissions have issued a number of policy documents,specifying the goals and priorities of my country’s industrial Internet development,and emphasizing the need to further improve network infrastructure and promote the construction of industrial Internet benchmarking networks.Under the guidance of the above policies,Shandong,Guangdong,Shanghai and other provinces and cities responded positively and issued relevant follow-up policies to provide more support for the construction of industrial Internet platforms.Industrial Internet Demonstration Platform.However,in the development of the industrial Internet platform,my country is still in the development stage on the whole,which is greatly influenced by talent factors,policy factors,capital factors,and technical factors.In terms of promotion and application,the industrial Internet platform has not been able to meet expectations.Therefore,for the construction of the industrial Internet platform,how to increase the willingness of platform users to use is an urgent problem that needs to be solved.This research combs and summarizes the existing literature and data,and uses the achievements of the predecessors as reference.After comparing the mainstream research models with many applications,the theoretical model that is more mature in the field of user acceptance of new technologies is selected—The Technology Adoption and Utilization Integration Model(UTAUT)is the theoretical basis.At the same time,considering the characteristics of the Industrial Internet,on the basis of the UTAUT theory,the theory of value co-creation and perceived risk is introduced,and the platform advantage and perceived cost variables are added,and the trust intermediary variable is added.The number of people is used as a control variable to build a willingness model for the use of the industrial Internet platform.Then,referring to the mature scales at home and abroad,combined with the actual research objects of this study,regarding the willingness to use the industrial Internet platform,find out the appropriate analysis dimension,design and make the questionnaire,and carry out the questionnaire to obtain the relevant data,and then SPSS24.0 was used for statistical analysis,and AMOS24.0 was used for verification to obtain research conclusions and give suggestions.This study consists of six parts.The first part is the introduction,the second part is the related concepts and theoretical basis,the third part is the model construction and research assumptions,the fourth part is the empirical analysis,the fifth part is the promotion strategy of the industrial Internet platform,and the sixth part is the research conclusion and outlook.The following conclusions are drawn:platform advantage has a significant positive impact on use intention,performance expectation has a significant positive impact on use intention,effort expectation has no significant positive impact on use intention,social impact has a significant positive impact on use intention,promotion conditions have a significant positive impact on use intention,value co creation has a significant positive impact on use intention Perceived cost has a significant negative impact on willingness to use,perceived risk has a significant negative impact on willingness to use,trust has no mediating effect between social impact and willingness to use,and trust has mediating effect between perceived risk and willingness to use.Combined with the results of empirical analysis,this paper gives some suggestions on promotion strategies:consolidating the advantages of industrial Internet platform,exploring the social impact of the platform through multiple channels,meeting the performance expectations of users,strengthening the construction of conditions for enterprises to use the platform,stimulating the value co creation ability of the platform,reducing the perceived risk of enterprises,and standardizing the standards and trust system of industrial Internet platform.In order to enhance the willingness of enterprise users to use the industrial Internet platform,and then play a certain reference role in promoting the development of industrial Internet platform,and promote the high-quality development of China’s industrial Internet platform.