Consumers' Perception Risk And Evaluation System For Alipay Platform Financial Service Products

In recent years,the rapid development of the economy and the network has accelerated the replacement of mobile devices,so third-party payment products are also advancing in the footsteps of the times.With the rise of third-party payment,the frequency of consumers using third-party payment for transactions is increasing,and the number of operational errors in the transaction process will increase to varying degrees,resulting in different levels of consumer losses,thereby also enabling consumers to Perceived risk arises during use.Consumers' use of third-party payment software is also constantly diversified,and there are certain unpredictable risks.These factors have caused users to subjectively perceive many risks during use.These perceived risks It has greatly affected the user's experience,and these risk factors have also caused consumers or potential users to worry about their use.Thus,perceived risk has become a key factor hindering consumers from using third-party payment platforms.In this study,we draw the definition and dimension of consumer perceived risk,determine the definition of third-party payment platform and the risk environment in the process of using platform trading,and further propose the consumer perceived risk evaluation system and risk measurement method.The risk research hypothesis and conceptual model,by listing the consumers' own factors and the characteristics of the Alipay platform,and then establishing a corresponding perceived risk assessment system.This paper has taken two questionnaire surveys.The first questionnaire included the factors of the consumers' own factors.The questionnaire mainly focused on the consumer's investigation of the use of financial services products on Alipay platform,and then used SPSS software to conduct statistical analysis on the above data to obtain consumers.Differences in the use of platform financial services products.The second questionnaire is based on the first questionnaire with different financial products.The questionnaire is designed based on the types of perceived risks that consumers use to use these financial products,and the influencing factors affecting these risks are analyzed in detail.The operational behavior is then multi-faceted analysis corresponding to different risk types.The hypothesis model is validated by the results of the questionnaire,and the relationship between the consumer's own factors and the factors of the Alipay platform on perceived risk is obtained.This paper expands the hypothesis verification of consumer perceived risk by the consumer factor and Alipay platform factors,and draws the corresponding risk factors to the perceived risk.The specific performance of the Alipay platform negatively affects the privacy risk and technical operation risk;The privacy of the platform negatively affects the consumer's privacy risk and psychological risk;the practicability of the platform negatively affects the consumer's psychological risk and technical operation risk;the convenience of the platform positively affects the consumer's financial risk and system security risk;There is a positive correlation between financial risk and technical operation risk and privacy risk;there is a significant positive correlation between consumer monthly income and privacy risk and system security risk;consumer satisfaction and system security risk,psychological risk There is a negative correlation with privacy risk;the consumer's useful life has a significant negative impact on time risk and system security risk.On this basis,it is concluded that Alipay should strengthen the security of the platform,enhance the security of Alipay system,maintain consumer privacy through strong technical means,and thus enhance consumers' trust in the platform,and also increase the Alipay.Promotion,in order to enhance consumer recognition and reduce consumer perception of Alipay financial services products.