A Empirical Study On Consumer Attitudes And Willingness To Use Third-party Cross-border Payment Tools

In recent years,consumer demand for cross-border shopping has risen faster,the rise and expansion of cross-border e-commerce led to the development of third-party cross-border payments.The thesis combine and summarize the status quo of third-party cross-boundary payment application in China,and then combine the theory of rational behavior,plan behavior theory,technology acceptance theory,perceived risk theory to explore the factors influencing the willingness of consumers to use the third party payment tools in the cross-border shopping.Through questionnaires and empirical analysis,the main conclusions are as follows: the willingness of third-party cross-border payment tools is positively influenced by the utility of attitudes,and the attitudes of third-party cross-border payment tools is significantly different from individual factors,perceived usefulness and usability.Based on the above analysis,we conclude the proposal of the third party payment agency to carry out cross-border payment business: Strengthen publicity efforts to deepen consumer awareness of third-party cross-border payments;grasp the principle of service-orientated,increase the ability of innovation,enhance competitiveness,develop products and services suitable for user needs;play an advantage and find the right positioning.