Understanding User' Continuance Intention Toward The Third Party Payment Platform:A Study Based On Expectation-confirmation Model

With the dual development of Internet technology and e-commerce,increasing the scale of the network shopping,payment is urgently need to change,so the third party payment mode then arises at the historic moment.at present.The third-party payment platform,led by alipay,in our country,has penetrated into all aspects,to provide for the consumer.The huge market share and considerable development prospects,tempted to each big payment platform,spare no effort to develop the products into the third-party payment market.In the foreseeable future,third-party payment market must in heated competition situation.This paper thinks it is necessary to realistically in view of the theory research of the will of the third party payment platform,users continue to use influence factors and influence mechanism.In order to help enterprises to retain users' platform,maximum gain sustainable competitive advantage.This study aims to explore users continue to use the will of the influencing factors and its mechanism.First of all,through the way of literature review and actual interview,tease out effect in the process of the use of third-party payment platform,users continue to use the will of the related factors,is perceived network size,confirmation,perceived convenience,perceived usefulness and satisfaction,Then based on the expectaion-confirmation models architecture,building up the theory model of this study.Models to aware of degree of perceived network size,and confirmation and perceived convenience for the independent variables,Perceived usefulness and satisfaction for mediation,and put forward the hypothesis of this study based on the model.Then according to the research objects and variables development survey questionnaire and collect the data of the model,by reliability analysis,validity analysis,regression analysis,verify the proposed hypothesis in our study.Study conclusion shows that in the process of the use of third-party payment platform,user perceived network scale,perceived convenience,perceived usefulness and satisfaction will directly affect the continuance,according to the result of regression analysis shows that,the higher perceived network size,the higher the perceived convenience,the stronger the perceived usefulness,the stronger the users' willingness to continue to use.In addition,the results also verify the mediating role of perceived usefulness and satisfaction.According to the results of the study,the paper puts forward the corresponding management advice,also the deficiency existing in this research and the subsequent possible research direction is analyzed.