The Research On The Influence Factors Of Consumer Willingness To Third-party Payment

Along with the rapid development of the Internet,people's shopping habits are slowly spreading from the physical premises to the Internet platform.Not only convenience but also conflict on payments been created by traditional electronic commerce.So the third-party payment platform emerged.In the transaction,third-party payment not only assume the role of credit intermediaries for the buyer and the seller,but also reached a close working relationship with banks in terms of technology and cost.However,in recent years,third-party payments services begin showing diversify.Some of them coincide with banks and other financial institutions,and the relationship between them turns to competition with cooperation from cooperation.Third-party payment has incomparable superiority relative to commercial banks in the technical,cost and management flexibility;there are also defectives hindered progresses.To detect and use of the advantages and avoid disadvantages is good to enhance customer satisfaction,expand the market share and compete with rivals.In this paper,we study about network users' experience and willingness of third-party payment trough questionnaires.Then,we build a model on the basis of previous studies to know the impact of the factors to the willingness of the use of third-party payment.The research is divided into the following sections to proceed.First,through reading literature and combining background,we detennined the research direction,ideas and methods.Then,the paper explained the concept of third-payment and the theory of behavioral willingness.After described the development of overall third-party payment market,the reasons of why to choose platform as payment way been counted.Next,we got the regression equation of influencing factors.It demonstrates that different factor influents willingness on different businesses of third-party payment platform through detailed correlation analysis and multiple regression analysis.Finally,the previous studies were summarized.According to the conclusions,the paper put forward some feasibility recomnend on how to help the platform operated better.The main conclusions are:(l)Different business been influenced by different factors;(2)Personal payment services are highly competitive in the market;(3)The quality of service help to enhance the overall development of third-party payment enterprises;(4)The competitive relationship between the third party payment and banking cooperation will tend to cooperation-competition coexist.Based on the above conclusions,the study made the following recommendations from the perspective of a third-party payment fixture development Those recomnendations will better facilitate the construction of a third-party payment platform,winning consumer satisfaction on personal business,and achieved a market leader position.Firstly.third-party payment companies should be clear that future goals are combined with the financial industry and the IT industry.Secondly,the enterprises must grasp the core business and create wide range of payment models.They also should ensure quality of service to get customer satisfaction.Besides,difference marketing modes should been taken in different business according to functions.At last,platforms should also pay attention to keep close relationships with banks and manufacturers to promote the development of the payment industry.