Study On The Influencing Factors Of Individual Adoption Behavior In Electronic Commerce The Buyer Of The Third Party Payment

With the rapid development of global e-commerce market, in the premise of traditional finance and Internet innovation of organic integration, the third party payment as an important means of payment of the Internet financial, is gradually showing a transaction volume continues to expand, the influence degree of deepening phenomenon. It means that the emergence of financial market the huge opportunities and challenges, coupled with the Internet technology and the spirit of Internet penetration, more greatly changed the financial payment field. As the third party payment, mainly through the Internet in the customer, the third party payment to establish a connection between companies and banks, to help customers quickly realize currency payment, settlement of funds and other functions, at the same time to credit guarantee and technical support role. However, for any new thing will never simply because the technology innovation and the development of long-term, only when taking science and technology as the carrier of the product of its service quality by the Gen-Y group(Gen-Y group from USA call on was born in a period of population) accepted to get consumer recognition, get the market to follow. So, what factors can determine the electronic commerce the buyer on individual adoption behavior choice of the third party payment? This will be a very meaningful research project. This paper first introduces the related comparison and the third party payment, third party payment and the traditional bank and three party payment factors and other aspects of the research status at home and abroad, and e-commerce will be the buyer to pay the production factors, the effects of individual adoption behavior of third party dimensions carried out in-depth analysis, at the same time, through questionnaire survey of electronic business buyers in different age, gender, experience based on the empirical data of different factor construct model, through the UTAUT theory model extending new dimension, set the path and assumptions, the use of empirical analysis and conclusion.Through the overall study, we summed up to from the electronic commerce the buyer in different areas to develop a diversified third party payment platform, need to highlight the advantages of third party payment, strengthen the propaganda of the electronic commerce the buyer, promptly set up the third party payment use evaluation column, improve the contributing factors, improving the security of third party payment advice from a technical level.