| Summary: | 碩士 === 建國科技大學 === 服務與科技管理研究所 === 106 === In recent years, with the change of consumption patterns and the influence of e-mall, e-mall has become an indispensable and indispensable trend, which greatly affects people's shopping methods. Therefore, this study explores the willingness of enterprises to adopt e-commerce platforms. Through the technology acceptance model (TAM), and using comparative advantage as the external motivation factor, this study verifies and identifies the key factors influencing the e-commerce platform for users. In this study, 207 valid samples were collected and analyzed by Partial Least Squares (PLS). Studies have shown that perceived usefulness and perceived ease of use have an explanatory effect on the willingness of adopters of cross-border e-commerce; the relative advantages of online shopping, such as cost and saving, comfort and enjoyment, have a significant impact on usability; the relative advantages of online shopping, such as the product selection and the cost and saving has a significant impact on ease of use.
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