A Study Of The Influencing Factors Of User Acceptance On Third-party Online Payment Platform

In recent years, with the rapid development of the Internet economy, the online payment service system which includes traditional banks and third-party payment agencies has gradually become the bond of the operation of the market and the lifeblood of the new economic era. The rapid development of e-commerce provides great development space for the third-party payment industry. The overall transactions of the third-party payment industry in2012exceeded10trillion yuan. In June2010, along with the introduction of the<non-financial institution payment service management approach>, the third-party payment companies in China ran into an unprecedented development opportunity. However, due to most third-party payment companies have the same business model, the platform business overlaps severely and the service differentiation is not significant, the third-party payment industry generally lacks innovation.Based on the background above, this study firstly collates and summarizes the results of previous studies and literature, and then starts from the use psychology of consumer, based on the technology acceptance model, combined with the bilateral market characteristics of the third-party online payment platform, makes the concepts of network externalities and perceived risk introduced to research model to explore the relationship between the user’s perceived usefulness (network externalities), perceived ease of use, perceived risk and the user’s attitude and behavioral intention, and also to explore the impact factors of using third-party online payment platform. We make theoretical derivation and analysis and build the theoretical model of the user’s acceptance factors. The research results show that there are significant impacts between perceived usefulness (network externalities), perceived ease of use, perceived risk and the user’s attitudes and behavioral intentions, and the user’s attitude plays an intermediary role between perceived usefulness (network externalities), perceived ease of use, perceived risk and behavioral intentions.Finally, through the analysis of the research results, we propose some countermeasures and suggestions to promote the development of China’s third-party online payment platform, such as:digging the customers’ needs, providing differentiated services; taking full advantage of the bandwagon effect, enhancing the effect of user locked; vigorously enhancing the user’s experience and improving the ease of use of the platform; reducing the perceived risk.