Electronic Payment Acceptance Behavior Empirical Study

With the rapid development of Internet and e-commerce, electronic payment market has been developing rapidly recent years in China. The Chinese electronic payment market scale reached 274.3 billion Yuan in 2008 and the year-on-year growth was up to 181% which has been exceeding 100% four consecutive years. The growth rate was far more than online advertising, B2B e-commerce, search engines, online games, online shopping, and other core industries in the network. Under the background of the financial crisis, iResearch published that the online electronic payment turnover reached 1,560 billion Yuan in the third quarter of 2009, the year-on-year growth was 117.3%, and the sequential growth rate was 21.4%. Meanwhile, iResearch forecast that the market size of electronic payments in 2010 will reach 7300 billion, and the Chinese electronic payment market size will continue to expand over the next few years. Although the electronic payment market developed rapidly in China, it still laged behind the Europe and America market. In the present situation, research of the influence factors of consumers'behavioral intention to use electronic payment has significant importance. And the study results will give significant managerial implications to Chinese electronic payment industry.This thesis aims to research consumers'behavioral intention to use electronic payment and find out the related influence factors. After reading and analyzing a large amount of relevant literatures, the research model based on Technology Acceptance Model (TAM), and integrated the Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), Innovation Diffusion Theory, Perceived Electronic Service Quality, and Perceived Risk Theory. Two groups of people participated in this research: students from universities and young office workers. We use Structural Equation Model and the software AMOS to test the research model, and use the demographic variables as the control variables. After data analysis and statistic discussion, we mainly elicited the following statement:(1) The influence factors to consumers' behavioral intention include perceived usefulness, perceived ease of use, subjective norm, perceived risk, electronic service quality and consumers'innovation. Among them, the perceived ease of use through the perceived usefulness has an indirect effect to use intention. (2)Among these factors, perceived usefulness plays the leading role and subjective norm follows. (3)Demographic variables have significant differences on the influence factors of consumers'behavioral intention to use.