A Study On The Relationship Between Perceived Value Of Customers And Their Willingness To Use On The Third-party Payment Platform

The development of electronic commerce in our country in full swing,drive the rapid growth of the third party payment and at the same time it brings new opportunities for the economic development of our country,it is pay the convenience brought by the,makes China's rapidly expanding trade scale lead to the development of relevant industries,third-party payment broke the traditional concept of trade patterns and trade,the traditional business suffered an unprecedented impact at this stage.Therefore,this paper takes the users of the third-party payment platform as the research object.Based on relevant domestic and foreign literatures,combined with the current development of the third-party platform,through market research,it studies and analyzes the components of the perceived value of the customers of the third-party payment platform.On this basis,the relationship between perceived value of customers and their intention to use is discussed,and the research model and hypothesis of the influence of perceived value of customers on users'intention to use on the third-party payment platform are proposed.Finally,the conclusion is drawn that the customer perceived value of the third-party payment platform consists of product value,service value,perceived cost and perceived risk.Among them,the influence on users' willingness to use is from high to low as perceived risk,product value,service value and perceived cost.In this paper,on the basis of the exploration research,in view of the commercial Banks to improve the user can use will play a crucial role,in the development process of commercial Banks to the degree of customer resources,while provide valuable services to the customers,also hope to be able to get the user's recognition and support,in order to can be a good position in the financial markets,while increasing the core competitiveness.