Research On The Continuous Use Intention Of Third-party Payment Platform

In the information age of rapid change,a variety of intelligent devices emerge in an endless stream,5G technology research and development is accelerating,information technology makes people enter the "cashless" life.Therefore,the third-party payment institutions,bank online banking and other network payment service systems play an increasingly important role in the new economic era and market operation.In the new era,customers pay more attention to experiential consumption,and transfer more attention to the experience of products and services.With the rapid development of online shopping and the popularity of off-line cash-free payment,the competition among third-party payment enterprises for users is becoming increasingly tense.They constantly improve their products,services,functions and other aspects of their own platforms,so that users can enjoy a better payment experience in order to retain more users.Faced with the competition among third-party payment enterprises,it is of great theoretical and practical significance to enhance customer experience and users' sustained use intention.Based on the existing literature on the dimension of customer experience,combined with the characteristics of third-party payment platform,this paper divides the dimension of customer experience of third-party payment platform into functional experience,emotional experience and social experience.This study takes customer experience as independent variable,user's sustained use intention as dependent variable,expectation confirmation and perceived usefulness as mediating variable,perceived risk as moderating variable.Through combing the existing literature,the theoretical model and hypothesis of this paper are refined.Then,based on the previous related questionnaires,this paper designed and distributed the questionnaires.375 valid questionnaires are collected and the data needed for this study are obtained.The reliability and validity,correlation and regression of the collected data are analyzed by SPSS20.0,and validate the model assumptions.Finally,it explores the impact of customer experience on user's sustained use intention,and whether there were mediating role of expectation confirmation and perceived usefulness,the moderating role of perceived risk.The empirical results of this study are as follows: All dimensions of customer experience(functional experience,emotional experience and social experience)of third-party payment platform have a positive impact on the user's sustained use intention;Functional experience,emotional experience and social experience have a significant positive impact on expectation confirmation and perceived usefulness;Expectation confirmation and perceived usefulness play different degrees of mediation role in the influence of customer experience on sustaineduse intention;Perceived risk moderates the impact of expectation confirmation and perceived usefulness on sustained use intention.At last,this study combines the current development status of third-party payment platforms,and proposes corresponding reference suggestions for improving customers' intentions for the sustained use of third-party payment platforms: Optimize the design of third-party platforms,enhance the functional experience of the platform;Stimulate emotional experience,enable customers to form emotional attachment to third-party payment platforms;Enhance social experience,and enable users to enjoy quality services.