我国中小企业B2B在线支付采纳行为研究
摘要
在线支付是电子商务系统实现在线交易的基础环节,它是指卖方与买方通过因特网上的电子商务交易平台进行交易时,通过安全的信启、技术方法和支付结算流程,基于互联网环境完成支付,将资金由买家账户转入在线支付服务组织提供的中间账户,或直接转入卖方账户完成在线支付,卖家同步获得买家支付信息,开始着手向买家提供在线交易的商品和服务。B2B在线支付是指在B2B电子商务模式下在线交易过程中支付完成模式,强调三流合一,即订购信息完成的同时,支付结算过程前期资金转移工作同步完成,物流配送开始启动,使B2B电子商务交易完全基于B2B交易平台上完成全部的交易工作,B2B在线支付,是B2B电子商务实现在线交易的核心环节。
根据国家工商局2011年统计数据,我国中小企业数量达到4200多万户,占全国企业总数95%以上,同时中小企业就业人数约占全国就业人数的80%左右。B2B电子商务业务由于进入门槛低,投入成本少,成果见效快,受到中小企业的广泛青睐,据艾瑞网统计数据,2011年我国有1700万家中小企业,在第三方B2B服务平台注册并开展业务,中国中小企业B2B电子商务市场交易规模达到3.4万亿元,B2B电子商务对于推进我国中小企业的发展会起到重要作用。2011年10月,国家商务部发布《电子商务“十二五”发展指导意见》,我国国民经济和社会发展十二五规划纲要中明确提出,要积极发展电子商务,完善面向中小企业的电子商务服务,在国家和地方政府政策支持和引导下,必将推动中国中小企业电子商务不断发展。
我国中小企业B2B电子商务发展还存在一些问题,首先,我国中小企业B2B电子商务整体还处于低效率运转模式,B2B电子商务平台提供并被中小企业接受的主要服务功能是会员企业交易供需信息、的整合,撮合会员企业进行交易,但交易完成主要是在线下,在线交易的比率很低,属于低效电子商务模式,存在很多不足,如：会员忠诚度低,会员活跃性差,会员线下的交易成本相对较高,安全性低等,最终导致交易效率低。其次,当前主流的B2B交易在线支付实现模式存在很多业务处理不合理问题,如：资金的滞留问题,支付的纠纷处理模式,物流、资金流和信息、流三流的协调性问题,以及中小企业的信用问题。最后,电子支付应用环境不成熟,也是限制中小企业B2B电子支付发展的重要原因,很多面向中小企业的B2B电子商务平台并不提供和鼓励在线交易,不提供在线支付服务,另外,针对B2B电子交易、在线支付和其他服务体系内容还缺乏全面的法律法规支持。
据此,本论文研究以使用第三方B2B服务平台的中小企业为研究对象,研究如何提高我国中小企业B2B在线支付的应用比率,研究内容包括两方面,第一,研究我国开展B2B电子商务的中小企业在线支付应用现状,具体包括：实现的模式、流程、应用现状(应用比率和应用地域范围等),以及存在哪些问题和直接影响因素,并对我国B2B在线支付应用现状进行实证统计分析；第二,研究影响我国中小企业B2B在线支付采纳行为意图的关键因素,具体包括：提出研究假设,构建影响我国中小型电子商务企业使用B2B在线支付的关键因子和因子构成模型,通过发放问卷采集数据,对数据进行信度分析,然后通过SEM(结构方程模型)研究方法进行验证性实证研究,确认模型的有效性。
本论文主要应用的研究方法有三种：第一文献研究,主要针对企业组织采纳行为研究理论和企业电子商务在线支付行为进行初期研究,为下一步工作提供理论依据；第二调查研究,通过电话调研、走访企业、问卷调查和到专业网站进行实证数据采集,对我国中小企业B2B在线支付应用现状进行分析统计；第三实证分析,通过采集的数据材料进行数据分析,对前期的理论模型进行实证分析和验证。实证分析的主要方法包括：基础统计分析和结构方程模型,研究分析模型和假设的有效性。
论文研究成果包括两方面内容：
第一,分析研究了我国开展B2B业务的中小企业在线支付应用发展现状和存在的问题。本此研究通过对文献检索、电话调研和实地访谈获取大量一手数据,对数据分析统计,对我国中小企业B2B在线支付应用现状进行了完整的阐述,包括中小企业B2B在线支付应用现状的总体统计和分类统计,中小企业使用或不使用B2B在线支付的原因统计,并分析出很多问题,如：B2B在线支付应用比率不高,当前在线支付模式还不能很好的支持B2B电子交易,在B2B在线交易中在线支付模式需要进一步改进,主要包括：感知易用性、感知有用性、安全性和支付结算流程,改进诚信服务体系,缩短支付结算周期,降低支付结算成本；国家政策对B2B在线支付应用于B2B在线支付的支持力度还不够,如：应用范围和金额的限制等。
第二,构建我国中小企业B2B在线支付行为采纳模型,提出并行行为交互影响的思想,对电子商务环境下企业组织技术采纳行为TOE研究模型进行修正改进,包括TOE模型因子分类模式和结构关系,并通过问卷数据实证分析进行验证,获取到影响电子商务企业组织B2B在线支付采纳行为的关键因素,主要包括：1)技术因素,具体有B2B在线支付感知易用性、B2B在线支付感知有用性,B2B在线支付感知安全性；2)组织因素,本文研究项目的研究对象是面向电子商务业务的中小型企业,企业规模已做了限制,在本文研究中只针对中小企业的电子商务能力因素对在线支付采纳行为影响进行了研究；3)环境因素,包括B2B电子商务平台的服务能力和B2B交易政策法律法规；4)是与支付行为同时发生的并行行为因素,包括交易诚信保证因素和物流服务因素。
最后通过对问卷采集数据进行实证分析研究,结果表明对电子商务企业组织B2B在线支付采纳意图影响最大的是交易诚信保证因素,其次是B2B在线支付感知易用性,然后是电子商务企业组织的电子商务能力因素、在线支付感知有用性和B2B在线支付感知安全性。B2B电子商务平台的服务能力和B2B交易政策法律法规会间接影响企业组织B2B在线支付采纳意图,其中B2B电子商务平台的服务能力的影响程度较大。
Online payment is a basic link of the e-commerce system for online transactions, it refers to the seller and buyer transactions through e-commerce trading platform on the Internet, by the method of information technology security and payment settlement process, completed the Internet-based environment to pay, the funds online payment services provided by the middle of accounts by the account transferred to the buyer, or transferred directly to the seller account to complete the online payment, sellers simultaneously approved for the buyers to pay, started the online trading of goods and services to provide buyers. B2B online payment pay to complete the online transaction process, the B2B e-commerce mode, emphasizing one of three streams, namely ordering information completed at the same time, the transfer of the settlement process upfront capital synchronization is complete, logistics and distribution started, so that B2B e-commerce transaction to complete the transaction based entirely on the platform of B2B transactions, B2B online payment is a core part of the B2B e-commerce online transactions.
According to2011statistics of the State Administration for Industry and Commerce, the number of SME has exceeded4200million in China, accounting for more than95%of the total number of enterprises, the SME employment accounting for about80%of the employment. B2B e-commerce business due to enter the threshold is low, less input costs, quick results of the widely favored by SME, according to iResearch network statistics, in2011China's17million SME, registered in the third-party B2B services platform and carry out businesses, SME in China B2B e-commerce market size of transactions reached3.4trillion yuan, B2B e-commerce will play an important role to promote the development of SME in China. In October2011, the Commerce Department released the development of "electronic commerce"12"guidance", China's economic and social development12Five-Year Plan clearly, we should actively develop e-commerce, perfect for small and medium electronic business services, support and guide national and local government policies, will promote the continuous development of Chinese SME e-commerce
SME B2B e-commerce development in China there are still some problems, first of all, China's B2B e-commerce for SME as a whole is still in the low-efficiency operation mode, the B2B e-commerce platform and accepted by the SME service is the integration of supply and demand information of member companies trading bring together member companies transactions, but the completion of the transaction online, online trading ratio is very low, belonging to the inefficient e-commerce model, there are many deficiencies, such as: membership loyalty, membership activity, transaction costs in the member line relatively high security and low, eventually leading to low efficiency of the transaction. Secondly, the current mainstream B2B transactions online payment to achieve mode there are a lot of business to deal with irrational, such as:the retention of the funds, the mode of payment disputes, logistics, capital flow and information flow coordination of third, and SME credit problem. Finally, the electronic payment application environment immature limit SME B2B e-payment development, B2B e-commerce platform for SME does not provide and encourage online trading, online payment service, for B2B e transactions, online payments and service system is also a lack of comprehensive laws and regulations to support.
Accordingly, this thesis is to use third-party B2B service platform for SME to study how to improve the ratio of China's SME B2B online payment application, the study includes two aspects, the first research in China B2B e-commerce, small and medium-sized online payment application status, including:the mode of implementation, process, application status (application rate and application of geographical scope, etc.), and what are the problems directly affect the factors, and China's B2B online payment application status of empirical statistical analysis; Second, the impact of China's SME B2B online payment of the key factors of the adoption of behavioral intentions, including: proposed hypotheses, and build the impact of China's small and medium-sized e-commerce businesses of B2B online payment key factor and factor model, collect data through questionnaires, the data for reliability analysis and confirmatory empirical studies confirm the validity of the model, and then by SEM (structural equation modeling) research methods.
There are three main application of this paper:the first literature for enterprise organizations to adopt behavior theory and business e-commerce online payment behavior of the initial study, and provide a theoretical basis for further work; the second investigation, by telephone research, visited enterprises, surveys, and to the professional website for empirical data collection, statistical analysis of China's SME B2B online payment application status; third empirical analysis, data analysis, data collected material to an empirical analysis of the theoretical model of the pre-and validation. The empirical analysis methods include:basic statistical analysis and structural equation modeling analysis of the validity of the model and assumptions.
The outcome of the thesis includes two aspects:
First, this paper analyzes China's SME B2B online payment application development status and problems. This study through the literature searches, telephone research and field interviews to obtain a large number of primary data, statistical data analysis, a complete description of SME B2B online payment application status, including the overall statistics of the SME B2B online payment application status and classification statistics, small and medium enterprises use or not use B2B online payment reasons for statistical analysis and a lot of problems, such as the ratio is not high:the B2B online payment, online payment mode can't be good support B2B electronic transactions in B2B online trading need to further improve the online payment mode, including:perceived ease of use, perceived usefulness, safety, and payment and settlement processes, improve the integrity and service system, to shorten the billing cycle to pay, reduce payment and settlement costs; national policy for B2B online payment applied to B2B online payment is not enough support, such as:the scope of application and the amount of restrictions.
Second, building China's SME B2B online payment of the adoption of model, put forward the idea of parallel behavior interaction, amendments to improve the search for organizational acceptance behavior of the TOE research model of e-commerce environment, including the classification model and the structural relationship of the TOE model factor, and through empirical analysis of questionnaire data for authentication, access to e-commerce business organizations B2B online payment a key factor in the adoption of behavior, including:1) Technological factors, the specific B2B online payment perceived ease of use, the B2B online payment perceived usefulness, B2B perceived security of online payment;2) organizational factors, project object of this study is the small and medium enterprises for e-commerce business, firm size has been restricted in this study, only the factors of e-commerce capabilities of SME online to pay the adoption of behavior;3) environmental factors, including B2B e-commerce platform, service capacity and B2B trade policies, laws and regulations;4) occur simultaneously with the payment behavior of parallel behavior factors, including transaction integrity assurance factors and logistics service factors.
Finally, the questionnaire collected data, empirical analysis, the results show that B2B online payment e-commerce businesses, organizations adopted the intention to influence transaction integrity assurance factors, followed by perceived ease of use of B2B online payment, and electronic e-commerce business organizations The capacity factors of Commerce, online payment perceived usefulness and B2B online payment perception security. B2B e-commerce platform, service capacity and B2B trade policy laws and regulations may indirectly affect the business organization B2B online payment adoption intent, including the impact of B2B e-commerce platform, service capabilities.
根据国家工商局2011年统计数据,我国中小企业数量达到4200多万户,占全国企业总数95%以上,同时中小企业就业人数约占全国就业人数的80%左右。B2B电子商务业务由于进入门槛低,投入成本少,成果见效快,受到中小企业的广泛青睐,据艾瑞网统计数据,2011年我国有1700万家中小企业,在第三方B2B服务平台注册并开展业务,中国中小企业B2B电子商务市场交易规模达到3.4万亿元,B2B电子商务对于推进我国中小企业的发展会起到重要作用。2011年10月,国家商务部发布《电子商务“十二五”发展指导意见》,我国国民经济和社会发展十二五规划纲要中明确提出,要积极发展电子商务,完善面向中小企业的电子商务服务,在国家和地方政府政策支持和引导下,必将推动中国中小企业电子商务不断发展。
我国中小企业B2B电子商务发展还存在一些问题,首先,我国中小企业B2B电子商务整体还处于低效率运转模式,B2B电子商务平台提供并被中小企业接受的主要服务功能是会员企业交易供需信息、的整合,撮合会员企业进行交易,但交易完成主要是在线下,在线交易的比率很低,属于低效电子商务模式,存在很多不足,如：会员忠诚度低,会员活跃性差,会员线下的交易成本相对较高,安全性低等,最终导致交易效率低。其次,当前主流的B2B交易在线支付实现模式存在很多业务处理不合理问题,如：资金的滞留问题,支付的纠纷处理模式,物流、资金流和信息、流三流的协调性问题,以及中小企业的信用问题。最后,电子支付应用环境不成熟,也是限制中小企业B2B电子支付发展的重要原因,很多面向中小企业的B2B电子商务平台并不提供和鼓励在线交易,不提供在线支付服务,另外,针对B2B电子交易、在线支付和其他服务体系内容还缺乏全面的法律法规支持。
据此,本论文研究以使用第三方B2B服务平台的中小企业为研究对象,研究如何提高我国中小企业B2B在线支付的应用比率,研究内容包括两方面,第一,研究我国开展B2B电子商务的中小企业在线支付应用现状,具体包括：实现的模式、流程、应用现状(应用比率和应用地域范围等),以及存在哪些问题和直接影响因素,并对我国B2B在线支付应用现状进行实证统计分析；第二,研究影响我国中小企业B2B在线支付采纳行为意图的关键因素,具体包括：提出研究假设,构建影响我国中小型电子商务企业使用B2B在线支付的关键因子和因子构成模型,通过发放问卷采集数据,对数据进行信度分析,然后通过SEM(结构方程模型)研究方法进行验证性实证研究,确认模型的有效性。
本论文主要应用的研究方法有三种：第一文献研究,主要针对企业组织采纳行为研究理论和企业电子商务在线支付行为进行初期研究,为下一步工作提供理论依据；第二调查研究,通过电话调研、走访企业、问卷调查和到专业网站进行实证数据采集,对我国中小企业B2B在线支付应用现状进行分析统计；第三实证分析,通过采集的数据材料进行数据分析,对前期的理论模型进行实证分析和验证。实证分析的主要方法包括：基础统计分析和结构方程模型,研究分析模型和假设的有效性。
论文研究成果包括两方面内容：
第一,分析研究了我国开展B2B业务的中小企业在线支付应用发展现状和存在的问题。本此研究通过对文献检索、电话调研和实地访谈获取大量一手数据,对数据分析统计,对我国中小企业B2B在线支付应用现状进行了完整的阐述,包括中小企业B2B在线支付应用现状的总体统计和分类统计,中小企业使用或不使用B2B在线支付的原因统计,并分析出很多问题,如：B2B在线支付应用比率不高,当前在线支付模式还不能很好的支持B2B电子交易,在B2B在线交易中在线支付模式需要进一步改进,主要包括：感知易用性、感知有用性、安全性和支付结算流程,改进诚信服务体系,缩短支付结算周期,降低支付结算成本；国家政策对B2B在线支付应用于B2B在线支付的支持力度还不够,如：应用范围和金额的限制等。
第二,构建我国中小企业B2B在线支付行为采纳模型,提出并行行为交互影响的思想,对电子商务环境下企业组织技术采纳行为TOE研究模型进行修正改进,包括TOE模型因子分类模式和结构关系,并通过问卷数据实证分析进行验证,获取到影响电子商务企业组织B2B在线支付采纳行为的关键因素,主要包括：1)技术因素,具体有B2B在线支付感知易用性、B2B在线支付感知有用性,B2B在线支付感知安全性；2)组织因素,本文研究项目的研究对象是面向电子商务业务的中小型企业,企业规模已做了限制,在本文研究中只针对中小企业的电子商务能力因素对在线支付采纳行为影响进行了研究；3)环境因素,包括B2B电子商务平台的服务能力和B2B交易政策法律法规；4)是与支付行为同时发生的并行行为因素,包括交易诚信保证因素和物流服务因素。
最后通过对问卷采集数据进行实证分析研究,结果表明对电子商务企业组织B2B在线支付采纳意图影响最大的是交易诚信保证因素,其次是B2B在线支付感知易用性,然后是电子商务企业组织的电子商务能力因素、在线支付感知有用性和B2B在线支付感知安全性。B2B电子商务平台的服务能力和B2B交易政策法律法规会间接影响企业组织B2B在线支付采纳意图,其中B2B电子商务平台的服务能力的影响程度较大。
Online payment is a basic link of the e-commerce system for online transactions, it refers to the seller and buyer transactions through e-commerce trading platform on the Internet, by the method of information technology security and payment settlement process, completed the Internet-based environment to pay, the funds online payment services provided by the middle of accounts by the account transferred to the buyer, or transferred directly to the seller account to complete the online payment, sellers simultaneously approved for the buyers to pay, started the online trading of goods and services to provide buyers. B2B online payment pay to complete the online transaction process, the B2B e-commerce mode, emphasizing one of three streams, namely ordering information completed at the same time, the transfer of the settlement process upfront capital synchronization is complete, logistics and distribution started, so that B2B e-commerce transaction to complete the transaction based entirely on the platform of B2B transactions, B2B online payment is a core part of the B2B e-commerce online transactions.
According to2011statistics of the State Administration for Industry and Commerce, the number of SME has exceeded4200million in China, accounting for more than95%of the total number of enterprises, the SME employment accounting for about80%of the employment. B2B e-commerce business due to enter the threshold is low, less input costs, quick results of the widely favored by SME, according to iResearch network statistics, in2011China's17million SME, registered in the third-party B2B services platform and carry out businesses, SME in China B2B e-commerce market size of transactions reached3.4trillion yuan, B2B e-commerce will play an important role to promote the development of SME in China. In October2011, the Commerce Department released the development of "electronic commerce"12"guidance", China's economic and social development12Five-Year Plan clearly, we should actively develop e-commerce, perfect for small and medium electronic business services, support and guide national and local government policies, will promote the continuous development of Chinese SME e-commerce
SME B2B e-commerce development in China there are still some problems, first of all, China's B2B e-commerce for SME as a whole is still in the low-efficiency operation mode, the B2B e-commerce platform and accepted by the SME service is the integration of supply and demand information of member companies trading bring together member companies transactions, but the completion of the transaction online, online trading ratio is very low, belonging to the inefficient e-commerce model, there are many deficiencies, such as: membership loyalty, membership activity, transaction costs in the member line relatively high security and low, eventually leading to low efficiency of the transaction. Secondly, the current mainstream B2B transactions online payment to achieve mode there are a lot of business to deal with irrational, such as:the retention of the funds, the mode of payment disputes, logistics, capital flow and information flow coordination of third, and SME credit problem. Finally, the electronic payment application environment immature limit SME B2B e-payment development, B2B e-commerce platform for SME does not provide and encourage online trading, online payment service, for B2B e transactions, online payments and service system is also a lack of comprehensive laws and regulations to support.
Accordingly, this thesis is to use third-party B2B service platform for SME to study how to improve the ratio of China's SME B2B online payment application, the study includes two aspects, the first research in China B2B e-commerce, small and medium-sized online payment application status, including:the mode of implementation, process, application status (application rate and application of geographical scope, etc.), and what are the problems directly affect the factors, and China's B2B online payment application status of empirical statistical analysis; Second, the impact of China's SME B2B online payment of the key factors of the adoption of behavioral intentions, including: proposed hypotheses, and build the impact of China's small and medium-sized e-commerce businesses of B2B online payment key factor and factor model, collect data through questionnaires, the data for reliability analysis and confirmatory empirical studies confirm the validity of the model, and then by SEM (structural equation modeling) research methods.
There are three main application of this paper:the first literature for enterprise organizations to adopt behavior theory and business e-commerce online payment behavior of the initial study, and provide a theoretical basis for further work; the second investigation, by telephone research, visited enterprises, surveys, and to the professional website for empirical data collection, statistical analysis of China's SME B2B online payment application status; third empirical analysis, data analysis, data collected material to an empirical analysis of the theoretical model of the pre-and validation. The empirical analysis methods include:basic statistical analysis and structural equation modeling analysis of the validity of the model and assumptions.
The outcome of the thesis includes two aspects:
First, this paper analyzes China's SME B2B online payment application development status and problems. This study through the literature searches, telephone research and field interviews to obtain a large number of primary data, statistical data analysis, a complete description of SME B2B online payment application status, including the overall statistics of the SME B2B online payment application status and classification statistics, small and medium enterprises use or not use B2B online payment reasons for statistical analysis and a lot of problems, such as the ratio is not high:the B2B online payment, online payment mode can't be good support B2B electronic transactions in B2B online trading need to further improve the online payment mode, including:perceived ease of use, perceived usefulness, safety, and payment and settlement processes, improve the integrity and service system, to shorten the billing cycle to pay, reduce payment and settlement costs; national policy for B2B online payment applied to B2B online payment is not enough support, such as:the scope of application and the amount of restrictions.
Second, building China's SME B2B online payment of the adoption of model, put forward the idea of parallel behavior interaction, amendments to improve the search for organizational acceptance behavior of the TOE research model of e-commerce environment, including the classification model and the structural relationship of the TOE model factor, and through empirical analysis of questionnaire data for authentication, access to e-commerce business organizations B2B online payment a key factor in the adoption of behavior, including:1) Technological factors, the specific B2B online payment perceived ease of use, the B2B online payment perceived usefulness, B2B perceived security of online payment;2) organizational factors, project object of this study is the small and medium enterprises for e-commerce business, firm size has been restricted in this study, only the factors of e-commerce capabilities of SME online to pay the adoption of behavior;3) environmental factors, including B2B e-commerce platform, service capacity and B2B trade policies, laws and regulations;4) occur simultaneously with the payment behavior of parallel behavior factors, including transaction integrity assurance factors and logistics service factors.
Finally, the questionnaire collected data, empirical analysis, the results show that B2B online payment e-commerce businesses, organizations adopted the intention to influence transaction integrity assurance factors, followed by perceived ease of use of B2B online payment, and electronic e-commerce business organizations The capacity factors of Commerce, online payment perceived usefulness and B2B online payment perception security. B2B e-commerce platform, service capacity and B2B trade policy laws and regulations may indirectly affect the business organization B2B online payment adoption intent, including the impact of B2B e-commerce platform, service capabilities.
引文
1福建省社会科学基金项目资助,我国中小企业B2B在线支付采纳行为研究,编号：2010B064
2支付宝(中国)网络技术有限公司-支付宝研究院资助, 《国内中小电子商务企业第三方支付采纳行为研究》,2010.10-2011.8
3中国电子商务研究中心《2011年度中国电子商务市场数据监测报告》
4艾瑞网《中国中小企业B2B电子商务行业发展报告2010-2011年》
1阿里研究中心《2010年度网商发展研究报告》
2艾瑞网《中国中小企业B2B电子商务行业发展报告2010-2011年》
3中国电子商务服务联盟,《中国B2B电子商务网站调查报告》(2009-2010)
4中国电子商务研究中心《2011年度中国电子商务市场数据监测报告》
1中国电子商务研究中心《2011-2012年度中国行业电子商务网站调研报告》
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2支付宝(中国)网络技术有限公司-支付宝研究院资助, 《国内中小电子商务企业第三方支付采纳行为研究》,2010.10-2011.8
3中国电子商务研究中心《2011年度中国电子商务市场数据监测报告》
4艾瑞网《中国中小企业B2B电子商务行业发展报告2010-2011年》
1阿里研究中心《2010年度网商发展研究报告》
2艾瑞网《中国中小企业B2B电子商务行业发展报告2010-2011年》
3中国电子商务服务联盟,《中国B2B电子商务网站调查报告》(2009-2010)
4中国电子商务研究中心《2011年度中国电子商务市场数据监测报告》
1中国电子商务研究中心《2011-2012年度中国行业电子商务网站调研报告》
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