Study On The Continuance Intence Of Third-Party Payment Platform For Self-help Tourist

With the development of tourism, travelling has been an integral part of individuals’lifestyle. More and more tourists begin to use e-business to book tourism products online and prepare their trip, for the third-party platform offers great convenience to satisfy tourists’ preference to their own way of travelling. However, there are few researches on continuance intention of third-party platform from tourists’ viewpoint, leaving common concerns for both scholars and practitioners about how to find and meet tourists’ changing needs, how to transform potential demand into actual demand, and how to promote the popularity of third-party platform service.In this context, this paper studied on continuance intention of third-party platform from tourists’ viewpoint by theoretical and empirical analysis methods. Firstly, this paper pointed out the theoretical basis with literature review of theories of TAM, customer behavior of Internet-banking, satisfaction and continuance intention. Secondly, the study established structural model, proposed hypotheses and draw questionnaire by expert interviews. Finally, on the basis of statistical analysis, this study came to several findings:(1) Perceived usefulness, perceived ease of use, perceived security and perceived cost have significantly positive effect on satisfaction,(2) Perceived cost, perceived security and satisfaction have significantly positive effect on perceived trust.(3) Satisfaction and perceived trust have significantly positive effect on continuance intention, and satisfaction has a significantly positive effect on continuance intention, partly mediated by perceived trust.(4) What differs from obvious studies is that subjective norms have insignificant influence on satisfaction, and perceived usefulness have insignificant influence on perceived trust.